Brand Tone

Sophisticated & Elegant, Confident & Authoritative, Passionate & Appreciative, Understated Luxury

Brand Values

• •British Craftsmanship & Heritage
• •Timeless Design
• •Quality & Durability
• •Fusion of Art & Engineering
• •Beauty & Utility
• •Attention to Detail
• •Sustainability (emerging)

Best Practices

• •Embrace Understated Confidence: Highlight quality, craftsmanship, and design excellence without resorting to hyperbole. Let the product and its story speak.
• •Use Evocative Language: Choose words that convey sophistication, timelessness, and sensory appeal (e.g., "lustrous brass," "ambient glow," "meticulous craftsmanship").
• •Maintain a Focus on Heritage and Craft: Consistently weave in the narrative of British design, engineering, and the handmade quality of the products.
• •Champion Longevity over Trends: Emphasize the timeless nature of the designs and their ability to last, subtly reinforcing the anti-throwaway ethos.
• •Ensure Visual and Textual Harmony: The sophisticated and elegant tone in the copy should always be matched by high-quality, artfully directed photography and videography, as seen on their Instagram.

Social Perception

High-Quality & Luxurious, Design-Led & Stylish, Authentically British, Investment Pieces, Reputable & Award-Winning

Copy Examples

• •Headline (New Collection): Enduring Elegance. Introducing the [Collection Name], where timeless design meets British artisanal excellence.
• •Product Description Snippet (Focus on Material): Crafted from solid, hand-finished brass that will mature beautifully over time, the [Product Name] is more than illumination; it's an heirloom in the making.
• •Brand Story Snippet: At Bert Frank, we believe in the poetry of engineering and the art of light. Each piece is born from a passion for impeccable British craftsmanship and a desire to create objects of lasting beauty and utility.
• •Social Media Post (Detail Shot): The art of illumination lies in the details. Discover the precision-machined grille of our Colt Pendant, a testament to our heritage of British engineering.
• •Website 'About Us' Excerpt: Defying fleeting trends and throwaway culture, Bert Frank was founded on the principle of creating lighting to endure. Our designs are a dialogue between classic inspiration and contemporary living, meticulously crafted in the UK.