Brand Tone

approachable, warm, and authentic, like advice from a trusted, grounded friend; simple, heartfelt, and relatable language, avoiding jargon for personal stories and genuine enthusiasm.

Brand Values

• •Authenticity & Relatability
• •Versatility & Practicality
• •Creating Positive Feelings
• •Connection to 'Midwest' Identity
• •Personal Touch

Best Practices

• •Always Write from Kari's Perspective: Use "I" and "we" to maintain the personal, founder-led voice. Share small, relatable anecdotes that tie back to the brand's Midwest farm life story.
• •Focus on the "Feeling," Not Just the Feature: Instead of just describing a product's material, describe the experience it provides. Use emotive words like "cozy," "warmth," "joy," and "ease."
• •Keep it Simple and Conversational: Avoid overly trendy slang or complex vocabulary. Write as if you're talking to a friend. Ask questions in social media captions to encourage engagement.
• •Emphasize Versatility and Practicality: Consistently mention how products can fit into the real, busy lives of your customers. Highlight items that can be dressed up or down or used in multiple ways.
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure the warm, clean, and rustic feel of the photos is matched by equally warm and inviting copy. The words and images should work together to tell the same authentic story.

Social Perception

charming and trustworthy small business, a source for curated, stylish, and comfortable products aligning with a modern-yet-rustic aesthetic. Perceived as run by a real person, fostering connection and loyalty, with a friendly and customer-centric image due to warm engagement.

Copy Examples

• •That first chilly morning that calls for your favorite sweater? We live for it. This new arrival feels like a warm hug on a crisp autumn day. Perfectly versatile for morning coffee runs or cozying up by a bonfire with friends. We know you have a busy life, so your clothes should be both beautiful and easy. Find that feeling on the site now.
• •Bring a piece of Midwest calm into your home. This handcrafted ceramic vase isn't just a place for flowers; it's a reminder to slow down and appreciate the simple things. Its versatile, neutral tone fits beautifully on a mantle, a bookshelf, or as the centerpiece of your dining table. Designed for the moments that make a house a home.
• •A little something to make you smile...
• •Your go-to for thoughtfully curated apparel, home goods, and gifts with a touch of Midwest heart. We believe in versatile style, finding joy in the everyday, and the feeling of a perfect find. From our farm to your home, we're glad you're here.
• •Remember the feeling of giving the perfect gift? That's what we specialize in. From unique hostess gifts to a 'just because' present for your best friend, our curated collection is full of heartfelt finds. Skip the big-box stores and give something with a story. #ShopSmall #MidwestMercantile