Brand Tone

aspirational yet accessible, modern, and rooted in Scandinavian design principles.

Brand Values

• •Danish Design Heritage & Craftsmanship
• •Quality & Functionality
• •Accessibility & Value for Money
• •Modern Aesthetics & Trend Awareness
• •Everyday Joy & Togetherness

Best Practices

• •Embrace "Hygge" and Warmth: Use inviting, warm, and slightly informal language (where appropriate, especially on social media) that evokes feelings of comfort, togetherness, and the joy of everyday moments.
• •Highlight Design & Heritage Authentically: Weave in mentions of Danish design principles, craftsmanship, collaborations, and the brand's history. Avoid jargon, but convey expertise and passion for design.
• •Focus on "Affordable Quality": Consistently balance the message of good design and quality with the value-for-money aspect. Use phrases like "everyday prices," "functional design," and "durable quality."
• •Be Visually Descriptive: Since the products are very visual, use descriptive language that complements the imagery. Talk about textures, colors, the feel of the materials, and how pieces interact in a table setting.
• •Maintain a Consistent Voice Across Platforms: While the level of formality might shift slightly (e.g., LinkedIn vs. Instagram), the core values and brand personality (modern, accessible, design-focused, warm) should remain consistent. Ensure all communications reflect the brand's commitment to enhancing daily life through beautiful and functional design.

Social Perception

Positive Association with Danish/Scandinavian Design; Good Quality for the Price Point; Popular Collections Recognized; Mixed Durability Feedback on Specific Items; Appreciation for Aesthetics.

Copy Examples

• •Headline: Elevate Your Everyday. Body: Discover aida: Danish design since 1953. Beautiful, functional tableware crafted for moments worth sharing. Quality that inspires, at prices you'll love. #aidaDenmark #ScandinavianDesign #HomeStyle
• •Headline: RAW Elegance. Modern Craft. Body: Unearth the beauty of our RAW collection, designed with @ChristianeSM. Perfectly imperfect stoneware that brings a touch of Nordic nature to your table. Explore the textures. #aidaRAW #Tableware #DanishHome
• •Headline: Colour Your Moments with LIFE IN COLOUR. Body: Introducing LIFE IN COLOUR, a vibrant collaboration with Karim Rashid. Dare to dine differently and bring joyful hues to your daily rituals. Which shade speaks to you? #aidaLifeInColour #KarimRashid #DesignCollaboration
• •Headline: Timeless Danish Design, Since 1953. Body: From the iconic Atelier to contemporary classics, aida has been setting tables with quality and style for generations. Find pieces that tell your story. #aidaHeritage #DanishCraftsmanship #TabletopTrends
• •Headline: Gather Around. Make Memories. Body: Good food, great company, and a table set with love. aida provides the backdrop for your most cherished everyday celebrations. Functional design for real life. #aidaMoments #HyggeHome #KitchenInspo