Brand Tone

aspirational, sophisticated, and centered on luxurious comfort, warm and inviting, confident and knowledgeable, positioning the brand as an innovator and leader, evoking relaxation, modern living, and tactile pleasure.

Brand Values

• •Design and Innovation: transforming a traditional product category through superior design, emphasizing patented filling system, internal elastic structure, and commercial-grade, aesthetically pleasing fabrics.
• •Premium Quality and Durability: high-quality, hard-wearing, and often waterproof materials for long-term investment, positioned as 'commercial grade' and 'a class above'.
• •Versatile Comfort and Functionality: designed for modern, flexible lifestyles, highlighting modularity, light weight, and suitability for both indoor and outdoor use.
• •Global Lifestyle Fusion: blending relaxed Australian roots with a global design sensibility to fit diverse cultural contexts.

Best Practices

• •Lead with 'Feel': Always connect product features to the feeling they provide, focusing on relaxation, luxury, and comfort (e.g., 'worry-free outdoor living with all-weather fabric').
• •Use Elevated Vocabulary: Employ sophisticated and evocative language that reflects premium quality (e.g., 'structured', 'sculptural', 'tactile', 'versatile', 'resort living').
• •Reinforce the 'Why': Consistently remind the audience why Ambient Lounge is different, mentioning Australian design heritage, innovative internal structure, and the mission to reinvent soft furniture.
• •Show, Don't Just Tell: Pair copy with high-quality visuals of products in beautiful, real-world settings, ensuring copy complements the aspirational lifestyle depicted.
• •Balance Aspiration with Practicality: While aspirational, copy must also address practical benefits like durability, easy cleaning, modularity, and lightweight design to reassure customers about their investment.

Social Perception

largely positive, recognized as a premium, high-quality brand. Customers praise stylish appearance, comfort, and construction, along with helpful customer service. Products are seen as worthwhile investments. Some criticism exists regarding the high price point and the need for filling top-ups over time.

Copy Examples

• •The Art of Soft Seating. Experience structured luxury and unparalleled comfort, designed for the modern home.
• •Your weekend oasis awaits. Our all-weather Butterfly Sofa combines iconic design with deep comfort, effortlessly transforming your space into a personal resort. Live in soft luxury.
• •Engineered for flexibility, our modular sofa adapts to your life. Each lightweight, structured piece can be reconfigured in moments, offering endless possibilities for relaxation and connection. This isn't just a sofa; it's the centerpiece of your living experience.
• •Inside: A New Level of Comfort and Style
• •Ambient Lounge® | Designer Bean Bags & Modular Sofas | Shop the Gold Class Collection