Brand Tone

Sophisticated, Serene, and Aspirational.

Brand Values

• •Quality
• •Comfort
• •Natural Simplicity
• •Mindful Living

Best Practices

• •Use a Sensory-Driven Vocabulary: Focus on words that evoke feeling, touch, and tranquility. Use terms like "soft," "crisp," "light," "calm," "serene," and "breathable" to describe the products' benefits, not just their features.
• •Maintain an Aspirationsal, Yet Attainable Voice: The tone should feel elevated but not exclusive. Frame luxury as a form of self-care and a worthwhile investment in well-being, making it feel accessible to the target audience.
• •Anchor the Narrative in Nature: Consistently reference the brand's core inspirationlight, sun, and natural elements. Use this theme to tell stories about products, collections, and the lifestyle Antum represents. The name "Antum" (sun) is a powerful tool for this.
• •Emphasize "Sanctuary," Not Just "Home": Consistently use the concept of the home as a personal sanctuary. This reinforces the value of creating a peaceful and mindful environment and positions the brand as a partner in that journey.
• •Keep it Clean and Minimalist: Just like the product design, the copy should be uncluttered and direct. Avoid long, complex sentences and excessive adjectives. Let the quality of the product and the power of a few well-chosen words speak for themselves.

Social Perception

Premium, Trustworthy, and Aesthetically Pleasing.

Copy Examples

• •Headline: Your Sanctuary Awaits. Body: Drift into the deepest comfort. Our Egyptian cotton sheets are more than just bedding; they are an invitation to end each day in serenity and wake up renewed. Discover the collection. #AntumHome #RestInNature
• •Headline: The Art of the Everyday. Body: Elevate your daily rituals. Woven from the finest natural fibers, our towels offer unparalleled softness and absorption, turning a simple moment into a luxurious experience. Transform your bath with Antum.
• •Headline: Inspired by Light. Designed for Life. Body: Introducing the Solstice Collection. Timeless pieces designed to bring warmth, light, and natural elegance into every corner of your home. Explore new arrivals.
• •Subject: A Gift of Comfort from Antum Body: Because your sanctuary should be a reflection of you, we continue to create pieces that blend timeless design with unparalleled comfort. As a valued member of the Antum family, enjoy early access to our new table linen collectioncrafted for memorable gatherings.
• •Headline: Design Your Dreamscape. Description: Create a bedroom that is both a refuge and a statement. It starts with the perfect foundation. Our minimalist duvet covers and pillowcases are crafted for serene nights and beautiful mornings. #HomeInspo #MinimalistDecor #Antum