Brand Tone

Minimalist, Sophisticated & Curated, Authentic, Understated & Elegant, Appreciative (of design and craftsmanship)

Brand Values

• •Minimalism: Derived from the vision of minimalist living.
• •Timelessness: Belief that design should evoke an enduring sense of timelessness.
• •Authenticity: Valuing genuine design and materials.
• •Functionality: Design that serves a purpose effectively.
• •Quality Craftsmanship: Connection to designers and manufacturers with a focus on how things are made.
• •Sustainability & Conscious Consumption: Implied through local craftsmanship and a timeless and conscious approach with a consistent product collection.
• •Curated Selection: Offering a carefully considered collection and a conscious filter of timeless everyday living essentials.

Best Practices

• •Embrace Simplicity: Use clear, concise language. Avoid jargon, hyperbole, or overly ornate descriptions. Let the product's design speak for itself.
• •Focus on "Why": Highlight the principles behind the curation – timelessness, authenticity, functionality, and craftsmanship – not just the features of the products.
• •Use Evocative but Understated Adjectives: Words like "timeless," "authentic," "refined," "essential," "considered," and "enduring" align well with the brand.
• •Maintain Visual-Verbal Harmony: Ensure that the copy tone perfectly complements the minimalist and sophisticated aesthetic of the product photography and website design.
• •Educate Subtly: Briefly mention the designer's intent, the quality of materials, or the thoughtful craftsmanship to reinforce the value without being overly technical or boastful.

Social Perception

Minimalist Aesthetic, Curated Quality, Design Authority. Positioned as a concept store with a clear design vision, often associated with its founder Franziska Wernicke.

Copy Examples

• •Headline: Form, Function, Forever. Body: Discover objects designed not for the moment, but for a lifetime. Our curated collection celebrates the essence of minimalist living. Explore now.
• •Headline: The Art of Simplicity. Body: Analograum brings you timeless design essentials. Each piece is chosen for its authentic materiality and enduring aesthetic, enriching your space with quiet elegance.
• •Headline: Beyond the Trend. Body: We believe in design that lasts. Explore contemporary furniture, lighting, and accessories crafted with integrity and a vision for sustainable, beautiful living.
• •Headline: Curated for a Conscious Home. Body: Every object tells a story of thoughtful design and meticulous craftsmanship. Find pieces that resonate with your pursuit of a refined and functional living space at Analograum.
• •Headline: Material Dialogue. Body: Experience the subtle interplay of pure form and honest materials. Analograum offers a unique selection where minimalist design meets tactile beauty.