Brand Tone

Sophisticated, curated, minimalist, aesthetic-driven, aspirational, and collaborative, positioning the brand as a tastemaker and knowledgeable hub for timeless design, quality craftsmanship, and understated luxury.

Brand Values

• •Curation as an Art
• •Quality and Craftsmanship
• •Timeless Design
• •Architectural & Aesthetic Integrity
• •Essentialism

Best Practices

• •Lead with the Product's Essence: Start with the most compelling attribute —be it the material, the designer, or the form. Keep sentences short and declarative. The copy should complement the visual, not overpower it.
• •Use a Curated Vocabulary: Employ words like "curated," "selected," "handpicked," "the edit," "timeless," "essential," and "form." This reinforces the brand's role as a tastemaker.
• •Maintain Visual and Textual Minimalism: Avoid exclamation points, excessive emojis, or cluttered text. Let white space and clean typography mirror the brand's aesthetic. The copy should feel as intentional as the store's layout.
• •Always Credit the Creator: Consistently tag or mention the designers and brands featured. This not only shows respect for the creators but also reinforces Atelier Köln's position as a collaborative and knowledgeable hub.
• •Speak with Quiet Confidence: The tone should be authoritative but not arrogant. Present products as carefully considered additions to a lifestyle, not as must-have trends. The copy should inform and inspire, trusting the customer to recognize the value.

Social Perception

Perceived as a niche, high-end destination for design-conscious consumers, offering unique, hard-to-find items. It is seen as an inspirational authority on modern aesthetics with a gender-neutral appeal, and a significant physical destination store in Cologne.

Copy Examples

• •Form and function in perfect balance. The subtle texture and sculptural silhouette of the new ceramic collection, now in-store and online. #AtelierKoln #HandpickedDesign #Ceramics
• •Your curated space for design. Discover our selection of timeless fashion, accessories, and objects on Ehrenstraße. #ConceptStore #Cologne #Design
• •The Art of Understatement. Introducing a new collection defined by clean lines, premium fabrics, and enduring style. Explore the edit.
• •New Arrivals: Objects of Desire from...
• •The Details. The Design. The Statement. Discover now.