Brand Tone

Knowledgeable & Passionate, Authentic & Trustworthy, Professional & Service-Oriented, Refined & Appreciative, Helpful & Approachable

Brand Values

• •Authenticity
• •Quality & Craftsmanship
• •Timeless Design & Heritage
• •Customer Satisfaction
• •Curated Selection
• •Transparency

Best Practices

• •Develop a Style Guide: Document key brand voice characteristics (e.g., "Knowledgeable, not condescending," "Refined, not stuffy," "Authentic, not trendy") and preferred terminology (e.g., "Mid-Century Modern" vs. "retro," specific terms for materials and design elements). Include examples of "do's and don'ts."
• •Emphasize Storytelling & Provenance: Whenever possible, share the history of vintage pieces – their designer, era, and unique characteristics. For new pieces, highlight the craftsmanship and design inspiration. This reinforces authenticity and value.
• •Use Clear, Descriptive, and Evocative Language: Choose words that accurately describe the materials, design, and condition while also conveying the aesthetic appeal and timeless nature of the furniture. Avoid overly casual slang or overly academic jargon. The language should be accessible yet sophisticated.
• •Maintain Professionalism in All Communications: Whether it's a product description, an email response, or a social media comment, ensure the tone remains polite, helpful, and respectful, reflecting the brand's service-oriented values.
• •Be Consistent Across All Platforms: Ensure the tone used on the website, Etsy, Instagram, Facebook, and any other customer touchpoint is aligned. This builds a cohesive and recognizable brand personality. Regularly review content across platforms to check for consistency.

Social Perception

Positive Reputation, Expertise, High-Quality Provider, Good Customer Service

Copy Examples

• •Rediscover enduring elegance. This 1960s walnut credenza, attributed to [Designer/Manufacturer if known], embodies the clean lines and organic warmth of classic Mid-Century Modern design. Meticulously restored to showcase its rich grain and original details, it’s more than furniture – it’s a piece of design history ready to grace your contemporary space. Explore dimensions and further details via the link in bio. #MidCenturyModern #VintageFurniture #Circa60 #DesignerFurniture #HomeDecor
• •At Circa60, we believe that iconic design is timeless. For over 18 years, we've passionately curated authentic Mid-Century Modern treasures and commissioned handcrafted pieces that honor the era's ingenuity. Each item is chosen for its exceptional craftsmanship and enduring style, destined to become a cherished element of your home's story.
• •New Arrivals: Iconic Designs & Timeless Craftsmanship from Circa60
• •Inspired by the masters, crafted for today. Our new handmade teak lounge chair channels the sophisticated simplicity of Mid-Century Scandinavian design. Built with sustainably sourced teak and upholstered in premium [Fabric Type], it offers both timeless style and modern comfort. Inquire for details. #HandmadeFurniture #MCMInspired #Circa60 #TeakFurniture #InteriorDesign
• •Circa60: Authentic Mid-Century Modern Furniture. Curated for Enduring Style.