Brand Tone

Authentic, Community-Centric, and Warm

Brand Values

• •Community
• •Craftsmanship & Authenticity
• •Heritage & Place
• •Support & Sustainability

Best Practices

• •Lead with the Maker: Always start with the human story. Before describing the product's features, introduce the artisan who made it. This reinforces the core value of community and craftsmanship.
• •Use Evocative, Sensory Language: Describe how products connect to the islands. Use words that evoke the sights, sounds, and feelings of Mull and Iona—"windswept coastlines," "misty mornings," "heather-clad hills." This transports the customer and justifies the product's unique origin.
• •Maintain a Warm and Inclusive Tone: Use "we" and "our community" to foster a sense of belonging. Address customers in a friendly, approachable manner. Phrases like "lovely wee shop" or "amazing makers" are on-brand.
• •Connect Products to a Lifestyle, Not Just a Purchase: Frame your items as part of a slower, more intentional way of living. A handmade blanket isn't just for warmth; it's for cozy evenings spent reading. A piece of art isn't just decor; it's a window to the island's soul.
• •Be an Ambassador for the Isles: Your content should consistently celebrate Mull and Iona. Share beautiful photos, interesting local facts, or news from the islands. This builds your brand as an authentic authority and destination, not just a shop.

Social Perception

An Authentic Gateway to Island Culture

Copy Examples

• •Meet the hands behind your new favourite mug. From her small studio overlooking the Sound of Iona, Sarah moulds the wild beauty of the sea into every piece she creates. Each swirl of glaze captures a wave, each handle a story. This isn't just pottery; it's a piece of the island, ready for your morning coffee. See Sarah's full collection on the site. #MullAndIonaMakers #HandmadeInScotland #IsleOfMull
• •From Our Islands, To Your Home. Discover gifts and crafts made with passion by the artisans of Mull and Iona. Shop authentic. Support local.
• •Autumn has arrived on the Isles, and our makers are inspired. Think cozy lambswool from local flocks, jewelry inspired by stormy seas, and art that captures the golden light. Bring the warmth and colour of a Hebridean autumn into your home. Explore our new seasonal collection now.
• •Distilled in the heart of Mull at Tiroran, this gin is a true taste of the wild. Infused with hand-foraged botanicals from the surrounding forests and coastline, every sip is a journey. Notes of pine, sea salt, and heather make it the perfect spirit for celebrating moments big and small. Serve with a good tonic and a view of the hills (even if it's just in your imagination).
• •A Story from Iona + New Arrivals We Think You'll Love