Brand Tone

reassuring, professional, and nurturing

Brand Values

• •Sustainability and Environmental Responsibility
• •Safety and Quality
• •Longevity and Versatility
• •Timeless and Elegant Design

Best Practices

• •Always frame the copy from a place of understanding and empathy for the parent. Use words that evoke feelings of safety, comfort, and care (e.g., "nurture," "embrace," "sanctuary," "peace of mind").
• •Instead of just stating "made of solid wood," explain what that means for a parent: "The strength and natural beauty of solid wood, ensuring a safe and sturdy haven for their deepest slumbers."
• •The concept of longevity is a powerful differentiator. In product descriptions and ads, consistently highlight the multiple stages of use for convertible products, from cot to bed to sofa, to justify the investment.
• •Regularly mention key value propositions like "Greenguard GOLD Certified," "sustainably sourced wood," and "exceeds safety standards" in website banners, product descriptions, and marketing materials to reinforce credibility.
• •The language should mirror the design of the furniture—clean, sophisticated, and timeless. Avoid slang, overly casual language, or aggressive sales tactics. The tone should be one of quiet confidence in the product's inherent quality.

Social Perception

premium, reliable, and aspirational nursery brand

Copy Examples

• •From their first night home to their first big-kid bed. Our Sleigh Royale Cot Bed isn’t just furniture; it’s a promise. Crafted from sustainable solid wood and designed to grow with them, it’s a piece of your family’s story, treasured for years to come.
• •Breathe easy, little one. And you too, Mum and Dad. With Greenguard GOLD certification, our furniture is scientifically tested for low chemical emissions, contributing to a healthier and happier home. Because nothing is more important than their well-being.
• •Crafting the future, responsibly. Each Boori piece begins in a sustainably managed forest and is shaped with love and respect for the planet. Choose furniture that nurtures your child and the world they will inherit.
• •Timeless design for modern families. The Oasis Oval Cot brings a soft, calming aesthetic to your nursery. Its elegant curves and solid wood construction create a peaceful sanctuary for your baby, effortlessly blending with your home’s style.
• •Born in Australia, loved by over a million parents worldwide. For over 30 years, Boori has been dedicated to creating beautiful, innovative, and sustainable furniture that supports your family at every stage. Welcome to the Boori family.