Brand Tone

Aspirational, sophisticated, and minimalist. It is confident, artistic, appreciative, understated, and chic, maintaining a professional and editorial quality.

Brand Values

• •Curation as an Art
• •Timeless Design
• •Celebration of Craftsmanship
• •Global Perspective
• •Aesthetic Integrity

Best Practices

• •Lead with the Object or Designer: Always make the product the hero. Start captions and headlines with the product name or its creator to reinforce the value of craftsmanship and design.
• •Use an Economy of Words: Embrace minimalism in language as well as design. Avoid unnecessary adjectives, exclamation points, and overly casual slang. Each word should be deliberate and impactful.
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure that the tone of the copy always matches the high-quality, editorial feel of the imagery. The words should feel as clean and well-composed as the photographs.
• •Educate, Don't Hard Sell: Frame descriptions and posts around the story, material, or design philosophy of the piece. The goal is to foster appreciation, not to push a sale. The desire to purchase should be a natural result of that appreciation.
• •Cultivate a Community of Connoisseurs: Use language that speaks to a design-literate audience without being alienating. Terms like "form," "materiality," "silhouette," and "tectonics" can be used to connect with an informed customer base that shares the brand's values.

Social Perception

Perceived as a high-end, niche boutique for design connoisseurs, a trusted source for unique finds. Customers feel they are acquiring art or heirlooms. The brand is associated with sophistication, good taste, and a minimalist-yet-warm aesthetic, seen as aspirational yet authentic due to its focus on designers and craftsmanship.

Copy Examples

• •The Tobi-Ishi Vase by Barber Osgerby. A study in form and balance. Available now.
• •Illuminate Your Space. Discover our curated collection of sculptural lighting from around the world.
• •New Arrivals: Objects of beauty and permanence.
• •The Frama Adam Stool. Solid oak and powder-coated steel unite in a piece defined by honest materials and functional simplicity. A timeless addition to any room.
• •Meet the Maker: This week, we're honored to feature the work of [Designer's Name], an artist whose practice explores the intersection of material and form. Swipe up to see their collection.