Brand Tone

Elegant, Serene, and Aspirational

Brand Values

• •Curated Quality
• •Aesthetic Cohesion
• •Customer Trust and Reliability
• •Atmosphere and Ambiance

Best Practices

• •Focus on the Feeling, Not Just the Function: Instead of writing "Buy this lamp," write "Illuminate your evenings with a soft, warm glow." Sell the experience—tranquility, elegance, serenity.
• •Use Elegant and Evocative Language: Employ words like "curated," "sculptural," "serene," "timeless," "understated," and "refined" to reinforce the brand's sophisticated tone.
• •Maintain Minimalism in Text: Keep sentences clear, concise, and impactful. Avoid jargon, slang, or overly complex descriptions. White space is as important in your text as it is in your design aesthetic.
• •Speak to an Aspirational Goal: Frame your copy around the customer's desire to create a perfect home environment. The products are the tools to achieve that aspirational goal.
• •Ensure Consistency Across All Touchpoints: From the website's microcopy (like button text) to email newsletters and product descriptions, every word should reflect the same serene and elegant brand voice.

Social Perception

reliable and high-end niche retailer for modern home decor

Copy Examples

• •Your Home, Curated. Discover lighting and decor that define tranquility.
• •More than a vessel, the Elara Vase is a statement in minimalist design. Its clean lines and smooth, matte finish capture the light, creating a serene focal point in any room. Perfect for a single elegant stem or as a standalone sculptural piece.
• •New Arrivals: The Art of Subtle Elegance.
• •Don't just decorate. Curate. Find the piece that completes your sanctuary. Shop the Benela collection.
• •At Benela, we believe that a home's atmosphere shapes our well-being. That’s why we meticulously source decor that embodies quality, serenity, and timeless design. Each piece in our collection is chosen to help you create a space that is both beautiful and uniquely yours.