Brand Tone

Cheeky, Passionate, and Confident

Brand Values

• •Authenticity and Storytelling
• •Quality and Durability
• •Curation and Character
• •Community and Collaboration
• •Female Empowerment

Best Practices

• •Personify the Products: Continue giving rugs names and distinct personalities. This unique approach reinforces the brand values of storytelling and character and makes the shopping experience fun and memorable.
• •Use Confident & Cheeky Language: Maintain the signature tone by blending confident assertions about quality with witty, relatable humor. Compare the enduring nature of the rugs to fleeting modern trends to highlight their timeless value.
• •Lead with Passion and Expertise: Always ground the copy in a genuine love and knowledge of the product. Share details about a rug’s origin, weave, or history to educate the customer and reinforce the brand's authority.
• •Emphasize "Imperfect" as a Virtue: Frame the signs of wear and age not as flaws, but as proof of a rug's authentic history and unique story. Use words like "patina," "character," and "storied" to celebrate their vintage nature.
• •Maintain Visual and Textual Synergy: Ensure the tone of the copy always matches the high-quality, curated aesthetic of the visuals. The cheeky voice works because it’s paired with sophisticated, beautiful imagery. This balance prevents the brand from feeling either too stuffy or not serious enough about its premium products.

Social Perception

Bente Vintage is perceived as a premium, trusted source for high-quality, designer-approved vintage rugs. The brand has successfully positioned itself as an expert curator in the home decor space. Designer-Approved: Collaborations and features in design-focused publications have solidified its reputation among professional designers and style-conscious consumers. It is seen as a go-to source for finding unique, statement pieces. Personal and Relatable: Despite its premium positioning, the founder's personal story and cheeky tone make the brand approachable. Customers are buying into a personal passion, not just a faceless retailer. Storied and Unique: The public perception is that Bente Vintage offers more than just products; it offers items with a soul and a history. Customers are drawn to the idea that they are acquiring a unique piece of art that makes a space feel more personal and interesting.

Copy Examples

• •Your floor is begging for a personality. This is not a polite request. Meet Zara, a Persian firecracker from the '70s who thinks beige is a four-letter word. She’s lived a life, and she’s ready to tell you all about it. Link in bio if you’re brave enough.
• •Finley is the strong, silent type. A Turkish village rug with geometric patterns so perfect, they’re almost hypnotic. Woven by hand decades ago, its colors have softened to a beautiful patina that no machine can replicate. It’s seen generations come and go and has the stories to prove it. It doesn’t need to shout to be the most interesting thing in the room. Perfect for grounding your space and making everything else look even better. We’re not saying it’s magic, but we’re not *not* saying it.
• •New Arrivals That Have Lived More Than We Have.
• •Art for your floor. Because life’s too short for boring rugs. Shop our curated collection of one-of-a-kind vintage pieces.
• •Just in... This one’s got stories. And this one’s bringing the drama. Which one would you design a room around? (Options: 'The Storyteller' / 'The Drama Queen')