Brand Tone

Friendly and Approachable, Inspiring and Aspirational (yet attainable), Passionate and Enthusiastic, Calm and Mindful, Authentic and Personal

Brand Values

• •Quality and Curation
• •Aesthetic and Design
• •Customer Experience and Well-being
• •Community and Connection
• •Mindfulness and Slow Living
• •Passion

Best Practices

• •Embrace "Feelgood" Language: Consistently use words that evoke positive emotions, comfort, inspiration, and well-being (e.g., "discover," "inspire," "joy," "cozy," "mindful," "beautiful," "thoughtful," "special").
• •Tell Stories: Share the stories behind the products, the artisans, or the inspiration for the store. This adds authenticity and connects with the "passion" and "curation" values. Make it personal.
• •Focus on the Experience, Not Just Products: Highlight the atmosphere of the store, the feeling of "slow shopping," and the pleasure of enjoying a coffee in a beautiful setting. Frame purchases as additions to a lifestyle.
• •Maintain a Friendly and slightly Warm, but Polished Voice: Avoid overly casual slang but keep the language accessible, warm, and welcoming. Ensure grammar and spelling are impeccable to reflect the quality value.
• •Engage with Your Community: Ask questions in social media posts, respond thoughtfully to comments and reviews, and create a dialogue. This reinforces the "community and connection" value and the approachable tone. Use "you" and "your" to speak directly to the audience.

Social Perception

A Unique and Stylish Destination, High-Quality Offering, Pleasant Atmosphere, Friendly Service, A "Hidden Gem" or "Must-Visit", Inspiring and Tasteful

Copy Examples

• •Instagram Post (New Product Arrival): Slow down your scroll ✨ Just in: a new collection of handcrafted ceramic mugs that make those morning coffee moments even more special. Each piece tells a story of mindful making. Come find your new favourite and embrace a little everyday beauty. #ThelmaStoreCafe #FeelgoodDesign #SlowLiving #LeuvenCoffee #NewArrival
• •Facebook Event (Workshop/In-store Event): Join us for an evening of creativity and connection! 🌿 We're thrilled to host a [Workshop Name] on [Date] at Thelma. Discover the joy of [activity] in our inspiring space, surrounded by good company and, of course, delicious coffee. Limited spots available – find the link in our bio to book your moment of mindful making! #ThelmaEvents #LeuvenWorkshops #CreativeCommunity #DesignInspiration #CoffeeAndCraft
• •Website Homepage Snippet: Welcome to Thelma Store & Café – your haven for feelgood design and exceptional coffee in the heart of Leuven. We believe in the beauty of everyday objects and the joy of a perfectly brewed cup. Step in, slow down, and let yourself be inspired. #ThelmaStoreBe #ConceptStoreLeuven #SlowShopping #DesignLovers
• •Email Newsletter Subject Line & Snippet (Seasonal Promotion): Subject: Refresh Your Space & Spirit with Thelma ✨ Body Snippet: Hello [Customer Name], As the seasons change, so does the light and mood around us. Discover thoughtfully curated pieces at Thelma to bring warmth, style, and a touch of 'hygge' to your home and routine. Plus, our new seasonal coffee blend is waiting to be savoured...
• •Promotional Social Media Ad (Targeting local design enthusiasts): Leuven, are you looking for that perfect piece that just *feels* right? Or a cozy corner to sip coffee and dream? Thelma Store & Café blends inspiring design with the warmth of your favourite coffee spot. Discover unique finds and your new happy place. Visit us on [Street Name]! #LoveLeuven #ThelmaDesign #CoffeeLoversLeuven #ConceptStoreBelgium #ShopLocalLeuven