Brand Tone

Authoritative and Expert, Appreciative and Reverent, Professional and Informative, Quality-focused, Customer-centric

Brand Values

• •Authenticity
• •Timelessness
• •Quality and Craftsmanship
• •Design Heritage and Legacy
• •Functionalism
• •Customer Satisfaction

Best Practices

• •Educate and Inform: Always provide context about the design's history, the designer's intent, and the unique qualities of the piece. This reinforces the expert and appreciative tone.
• •Emphasize Authenticity and Quality: Consistently use terms like authentic, genuine, original, craftsmanship, and high-quality materials to align with core brand values.
• •Maintain a Respectful and Elevated Language: Avoid overly casual slang or trendy jargon. The tone should reflect the sophistication and timelessness of the products.
• •Focus on Timelessness and Enduring Value: Frame products not as fleeting trends, but as long-term investments in design and heritage (buy now, keep forever).
• •Showcase the Why: Go beyond describing what the product is, and explain why it is special – its design philosophy, the innovation it represented, and its place in art and design history.

Social Perception

Specialized Niche Retailer, Trusted for Authenticity (by design enthusiasts), Associated with Quality and Luxury, Online Presence Could Be Stronger, Mixed Perception for Parent Company

Copy Examples

• •Headline: Own a Piece of Design History. Body: Alvar Aalto’s iconic Stool 60 isn't just furniture; it's a testament to timeless Finnish design and revolutionary craftsmanship. For over 90 years, its simple elegance and patented L-leg have defined functional beauty. Bring home an authentic Artek original from AaltoUSA, the leading Aalto experts.
• •Headline: The Aalto Vase: Where Nature Meets Nordic Light. Body: Inspired by the Finnish landscape, each iittala Aalto Vase is a unique, mouth-blown masterpiece, taking 7 craftsmen 30 hours to create. More than a vessel, it’s a fluid sculpture, designed for your individual expression. Discover the authentic collection at AaltoUSA – your premier source for genuine Aalto glassware.
• •Headline: Aino Aalto: Functionalism for Everyday Life. Body: Experience the simple, timeless beauty of Aino Aalto's glassware. Designed in 1932 and still perfectly suited for the modern home, this collection embodies the spirit of functionalism – beautiful, stackable, and built to last. Explore the authentic iittala range at AaltoUSA.
• •Headline: Artek & iittala: The Essence of Finnish Design, Delivered by Experts. Body: At AaltoUSA, we've spent over 20 years curating the finest Aalto designs. As authorized retailers, we guarantee the authenticity and quality of every Artek furniture piece and iittala glasswork. Trust the Aalto experts for your investment in enduring style.
• •Headline: Beyond Furniture: Invest in a Legacy. Body: The works of Alvar and Aino Aalto are more than just objects; they are cornerstones of modern design, blending art, technology, and a deep humanism. AaltoUSA offers the largest selection of these iconic pieces in the US, ensuring you acquire not just a product, but a part of design history.