Brand Tone

Refined, Authentic, and Passionate

Brand Values

• •Craftsmanship & Quality
• •Timeless Design
• •Authenticity & Personal Touch
• •Sustainability
• •Functionality

Best Practices

• •Prioritize Storytelling: Consistently weave the founders' story and the Icelandic origins of the brand into communications. This reinforces authenticity and differentiates the brand from larger, impersonal competitors.
• •Use Elegant & Evocative Language: Employ words like "handcrafted," "artisanal," "timeless," "simplicity," and "passion." The language should mirror the clean, intentional lines of the furniture itself.
• •Emphasize "Investment" over "Price": Frame the products as long-term investments in quality, design, and a sustainable lifestyle. This justifies the premium price point and appeals to a discerning customer base.
• •Showcase the Process: Use visuals and text to highlight the craftsmanship—close-ups of wood grain, details of the joinery, and behind-the-scenes glimpses of the workshop. This builds appreciation for the quality and labor involved.
• •Maintain Visual and Verbal Harmony: Ensure that the minimalist, warm, and natural aesthetic of the product photography is perfectly matched by clean, concise, and sophisticated copy. The words should feel as carefully chosen as the materials.

Social Perception

The public perceives agustav.is as a high-end, artisanal furniture brand. Customers are design-savvy individuals who are willing to invest in unique, quality pieces. The brand is seen as a "top shop for gifts," with an excellent reputation for quality and customer service on platforms like Etsy. The recurring theme in reviews is that the products are beautiful, well-crafted, and worth the investment, often becoming cherished items. The perception is not that of a mass-market retailer but of a specialized design studio creating functional art.

Copy Examples

• •Display your stories as art. Our original book rack, handcrafted in Iceland, turns your collection into a living installation. Designed with passion, made to last. #agustavfurniture #scandinaviandesign #handmade
• •AGUSTAV: Where Icelandic Craftsmanship Meets Timeless Functionality.
• •It started with a passion for wood and a simple idea in our home in Reykjavík. Today, we, Ágústa and Gústav, handcraft every piece of furniture to order, just for you—continuing a tradition of quality and design meant to be part of your life's story.
• •An Investment in Simplicity. Discover the AGUSTAV Collection.
• •More than a seat, it's a statement of simplicity. Our Nordic bench is handcrafted from solid oak, held together by force and precision—no screws, no nails. A testament to pure form and lasting function, designed to complement any space it inhabits.