Brand Tone

Artisanal, Conscious, Elevated

Brand Values

• •Promotion of Emerging Design
• •Artisanal Craftsmanship
• •Sustainability
• •Uniqueness & Individuality
• •Quality
• •Community

Best Practices

• •Emphasize the Artisan: Always highlight the maker, their story, passion, or the handcrafted process. Use phrases like "crafted by," "designed by," "the vision of."
• •Use Evocative & Sensory Language: Describe the texture, origin of materials, and the feeling the piece evokes. Words like "earthen," "hand-finished," "unique grain," "soulful" align with the brand.
• •Champion Sustainability Authentically: When mentioning sustainability, be specific (e.g., "reclaimed materials," "Net-Zero," "Toaster Forest project") rather than using generic terms. This builds credibility.
• •Maintain an Elevated but Accessible Voice: The tone should feel sophisticated and appreciative of design, but not exclusive or pretentious. It's about sharing beauty and skill.
• •Focus on Uniqueness and Storytelling: Every piece has a story because it's not mass-produced. Lean into what makes each item and its creator special. Avoid generic product descriptions.

Social Perception

Positive Customer Experiences, Platform for Independent Designers, Focus on Sustainability, Niche & Unique

Copy Examples

• •Headline (Website Banner): Discover Design with Soul. Handcrafted for Your Home. Body: At Toaster Home, we connect you with visionary artisans shaping the future of design. Explore unique, sustainably made pieces that tell a story.
• •Social Media Post (Instagram - showcasing a new ceramicist): Meet Maria Luna, the hands and heart behind our latest collection of earthen planters. Each piece is a testament to slow craft and a deep connection to natural materials. Bring a touch of her passion into your space. #ToasterHome #ArtisanalDesign #SustainableLiving #DesignerRoom
• •Product Description (for a handcrafted wooden table): More than a table, it's a landscape of reclaimed wood, thoughtfully brought together by Artisan Tomás Vega. Feel the history in its grain and the dedication in its form. Built to last, designed to inspire. Support independent craftsmanship with Toaster Home.
• •Email Newsletter Subject: Consciously Crafted: New Arrivals from Our Independent Designers Body Snippet: This week, we're thrilled to introduce new lighting and textile designs from emerging talents who share our commitment to beauty and sustainability. Each purchase directly supports an artisan and our "Toaster Forest" initiative.
• •About Us Snippet: Toaster Home was born from a desire to celebrate the unique. We believe in the power of handcrafted design to transform spaces and in the importance of supporting the artists who bring these visions to life. We are a showcase for innovation, a community for creators, and a champion for a more sustainable way of living.