Brand Tone

Aspirational, Sophisticated, and Passionate

Brand Values

• •Authenticity
• •Quality and Craftsmanship
• •Timeless Design
• •Support for the Design Community
• •Sustainability

Best Practices

• •Lead with Authenticity and Story: Every piece of copy should reinforce the brand's commitment to authentic design. Tell the story behind the product, the designer, or the brand. This builds value beyond the physical object.
• •Use Sophisticated and Evocative Language: Employ a rich vocabulary that reflects the quality of the products. Words like "sculptural," "timeless," "heritage," "crafted," and "iconic" align with the brand's high-end positioning.
• •Balance Aspiration with Attainability: While the tone is aspirational, the copy should still feel welcoming. Frame products as additions to a well-considered life, inspiring customers to create their own beautiful spaces.
• •Highlight a Commitment to the Design Community: Regularly feature content about Australian designers, design events, and collaborations. This positions Cult not just as a retailer, but as a central player and supporter of the design industry.
• •Maintain a Consistent Voice Across All Channels: From product descriptions to social media captions and customer service responses, the tone should always be professional, knowledgeable, and passionate about design. This consistency builds trust and reinforces the brand's premium identity.

Social Perception

Prestigious, High-End, and Trusted

Copy Examples

• •Introducing the F300 Lounge Chair by Pierre Paulin—an icon reimagined. As sculptural as it is comfortable, its timeless form returns, now crafted with sustainable materials for the modern collector. Discover a piece of design history, made for today.
• •A quiet corner, a moment of reflection. The perfect interplay of light and form with the Betty Nansen chair. We love seeing our pieces find their place in your stories and your homes. #CultDesign #TimelessLiving
• •Elevate your next project with authentic design. Log in to your trade account to access exclusive pricing and specifications on the latest collections from HAY, Gubi, and more. Let's create something enduring, together.
• •Good design is sustainable design. We partner with brands that are not only creating beautiful objects, but are redefining the future of materials. Learn how innovators like Mater are turning waste into timeless furniture, because the most important stories are the ones we leave behind.
• •Curated for the discerning. For a limited time, acquire an authentic design icon. Explore a selection of timeless furniture and lighting, and bring home a piece of enduring craftsmanship.