Brand Tone

Aspirational, gentle, and mindful; warm and inviting, focusing on storytelling and the intrinsic value of a well-organized and beautiful living space, inspiring customers to add magic to daily life through thoughtfully chosen objects, conveying a feeling of calm and intentional living.

Brand Values

• •Curation and Quality
• •Aesthetic Sensibility
• •Mindful Living
• •Design Expertise

Best Practices

• •Create a Brand Voice Guide: Document key adjectives that describe the brand (e.g., "mindful," "gentle," "curated," "playful," "serene") and those to avoid (e.g., "cheap," "hurry," "sale," "aggressive"). This ensures anyone writing for the brand uses a consistent voice.
• •Focus on the "Why," Not Just the "What": Instead of only listing product features, always connect them to a lifestyle benefit or an emotion. Sell the feeling of a serene morning, an organized desk, or a joyful meal—not just the mug, organizer, or plate.
• •Use a Storytelling Approach: Whether in a product description or an Instagram caption, frame the product within a small narrative. Talk about the designer, the material's origin, or the ideal moment for using the item. This adds depth and value beyond the physical object.
• •Maintain a Consistent Vocabulary: Regularly use words that reinforce the brand's values, such as "curated," "thoughtful," "essential," "sanctuary," and "magic." This repetition builds a strong and recognizable brand identity.
• •Engage with a Gentle and Helpful Tone: All communications, from ad copy to customer service responses and Instagram comments, should reflect the brand's warm and mindful personality. Answer questions thoughtfully and show genuine appreciation for the community.

Social Perception

Perceived as a high-end, niche retailer for design-conscious consumers, offering unique and hard-to-find items. It fosters a positive relationship with its customer base through user-generated content and is seen as a source of interior design inspiration, not just a product seller. Its collaborations enhance its reputation as a discerning curator.

Copy Examples

• •Find beauty in the quiet moments. Our new handcrafted ceramic vase is a gentle reminder to pause and appreciate the simple things. Its organic form and textured finish are designed to bring a touch of nature's calm into your sanctuary. Where would you place it in your home?
• •Transform your workspace from chaos to calm. Crafted from sustainably sourced ash wood, this organizer combines minimalist design with everyday practicality. With designated slots for your pens, notes, and devices, it creates an effortless sense of order, allowing your best ideas to flow. A thoughtfully designed essential for a focused mind.
• •New Arrivals: Curated Objects for Intentional Living
• •Your home should be your haven. At TINGKO SELECT, we source thoughtfully designed home goods from around the world to help you create a space that truly feels like you. Discover our curated collection of minimalist decor, smart storage, and unique kitchenware. Add a little magic to your everyday.
• •Thoughtfully Selected. Beautifully Designed. For Your Everyday Magic.