Brand Tone

Warm and Affective, Elegant and Sophisticated, Personal and Attentive, Inspirational and Aspirational (yet Attainable), Curated and Thoughtful

Brand Values

• •Affection/Emotional Connection: Creating a home that is not just decorated but also loved and emotionally resonant.
• •Sophistication and Elegance: Providing products that embody a refined aesthetic.
• •Attention to Detail: Believing that every detail contributes to the overall feeling of a home.
• •Customer Care and Connection: Valuing communication and a caring relationship with their customers.
• •Quality and Curatorship: Offering a carefully selected range of products with inherent quality and "soul."
• •Creating a Home with Style and Soul: Going beyond mere decoration to help customers express their personality and create a meaningful living environment.

Best Practices

• •Embrace "Affective Language": Consistently use words that evoke emotion, warmth, care, and connection (e.g., "afeto," "carinho," "alma," "aconchego," "sentimento" – affection, care, soul, coziness, feeling). Balance this with terms reflecting elegance and sophistication.
• •Focus on "Curatorship" and "Detail": Highlight the thoughtfulness behind product selection and the importance of small details in creating a beautiful and meaningful space. This reinforces the brand's commitment to quality and intentionality.
• •Speak Directly and Personally (When Appropriate): Use "você" (you) and address the customer in a friendly, respectful, and attentive manner, as if offering a personal consultation. Make them feel understood and valued.
• •Tell Stories, Don't Just Sell Products: Frame products within the context of creating a desired lifestyle or feeling within the home. How does this item contribute to a home filled with "sophistication and affection"?
• •Maintain Visual and Textual Harmony: Ensure that the visual elements (photography, website design) align with the warm, elegant, and affective tone of the copy. A beautiful, softly lit image of a product will be amplified by copy that speaks its language.

Social Perception

A caring, sophisticated, and reliable source for unique and affect-driven home décor. The emphasis on "affective decoration" likely resonates with customers looking to create a more personal, cozy, and meaningful home environment, rather than just following trends.

Copy Examples

• •Instagram Post (New Product): "Infuse your mornings with a touch of soul. ✨ Our new [Product Name] isn't just an object; it's a whisper of elegance, a promise of cozy moments. Discover how sophistication and affection can transform your favorite corner. #MaisonCaeli #DecoraçãoAfetiva #SeuLarComAlma"
• •Website Banner: "Your Home, Your Haven. Curated with care, designed for affection. Explore pieces that tell your story. Shop Maison Caeli – where every detail matters."
• •Email Subject Line (Promotion): "A Special Touch of Caeli Elegance, Just For You ✨" Email Body Snippet: "At Maison Caeli, we believe your home should be a reflection of your heart. That's why we've carefully selected pieces that blend sophistication with genuine affection. This week, find [Offer] and let us help you add another layer of warmth and style to your sanctuary..."
• •Product Description Snippet: "Crafted with an eye for timeless elegance and a heart for affective living, the [Product Name] brings more than just beauty to your space – it brings a feeling. Imagine [scenario of use, e.g., 'it gracing your reading nook, inviting quiet contemplation']. It's the sophisticated detail your home has been longing for."
• •Social Media Story (Behind the Scenes/Brand Philosophy): "More than just a store, Maison Caeli is a celebration of home as a place of affection and personal expression. Each piece in our collection is chosen with the hope it will bring a unique warmth and sophisticated charm to your life. What does 'affective decoration' mean to you? Share with us! ❤️ #CasaComAfeto #MaisonCaeliValues"