Brand Tone

Sophisticated, mindful, philosophical, educated, and professional yet intimate.

Brand Values

• •Sustainability and Longevity
• •Essentialism and Simplicity
• •Craftsmanship and Material Integrity
• •Conscious Living
• •Collaboration and Transparency

Best Practices

• •Use Philosophical and Intentional Language: Always frame products as "instruments," "tools," or "companions" rather than just "items." Use words like "essential," "conscious," "ritual," and "longevity" to reinforce the brand's core philosophy.
• •Prioritize "Why" Over "What": Start with the purpose and philosophy behind a product before detailing its features. For example, begin with the idea of "slowing down" before describing the spoon's dimensions.
• •Maintain a Sophisticated and Clean Tone: Avoid overly casual language, exclamation points, and aggressive sales tactics (e.g., "Limited Time Offer!"). The copy should be as clean and minimalist as the product designs.
• •Emphasize Sustainability and Craftsmanship: In every relevant piece of copy, reiterate the commitment to Cradle-to-Cradle principles, the absence of glue and metal, and the German craftsmanship. These are key differentiators and build trust.
• •Tell the Founders' Story: Weave the narrative of the collaborative founding—the brothers and their friend from different disciplines—into the brand story. This adds a human element and reinforces the brand's unique, interdisciplinary approach to design.

Social Perception

High-end, niche designer of sustainable home goods, appealing to individuals interested in design, architecture, sustainability, and minimalist living. Perceived as a thoughtful, mission-driven company with design credibility, offering investment pieces for a curated lifestyle.

Copy Examples

• •Engineered for a lifetime of rest. Our Steckbett is crafted from solid, untreated wood—no screws, no glue, just the quiet strength of pure joinery. It’s more than a bed; it’s a commitment to serene, sustainable living. A companion for life.
• •Instruments for Life. We design essential objects that are missed, yet could have always been there. Discover wooden tools crafted to last longer than the trees they came from.
• •Stir mindfulness into your daily rituals. Carved from a single piece of hardwood, our Löffel is designed to connect you to the simple joy of cooking. An essential instrument, shaped by hand and destined for yours.
• •The Power of the Essential | Inside the Arno Wandel Workshop
• •Arno Wandel was born from a question: what do we truly need, and how can we make it last? With roots in architecture and carpentry, we create objects that inspire a slower, more considered way of living. No compromises. Just pure materials and timeless design.