Client: Peabody’s Emporium

After five years on Indy’s Mass Ave, Peabody’s Parlor had established a fun and easily identifiable brand tone. However, their new retail brand, Peabody’s Emporium, was in need of a brand identity that differentiated it from its sister brand, while remaining cohesive with the parent company’s branding.

I met with owner Steff Peabody to discuss key considerations in building a brand, such as the Emporium’s ideal customer, product value, and business objectives. It was necessary to make the brand distinct from the original Peabody’s Parlor and consistent as the brand gained visibility. I used the notes we gathered to create a list of descriptors that fit the Emporium’s brand. I then put these descriptors in the context of our copy strategy by providing examples of copy within the designated brand tone.

These descriptors were formatted into a short reference guide that we can now use for consistent, strategic copy. With our tone guide in hand, we set the Emporium up for success as it grows its marketing presence with a confident brand voice.