Brand Tone

Story-driven and Evocative; Sophisticated and Curated; Joyful and Vibrant; Authentic and Educational

Brand Values

• •Heritage and Authenticity
• •Craftsmanship
• •Contemporary Design
• •Joy and Escapism
• •Global Connection

Best Practices

• •Lead with the Story: Every piece of copy, from a product description to a social media post, should be anchored in a narrative. Whether it’s the founder’s memory, the artisan's process, or the cultural history of a pattern, storytelling is the core of the brand.
• •Use Evocative, Sensory Language: Employ words that evoke feelings of travel, warmth, joy, and nostalgia. Use terms like "vibrant," "sun-drenched," "handcrafted," "whisper," and "heritage" to create a rich, emotional landscape for the customer.
• •Balance Heritage with Modernity: Always frame traditional elements within a contemporary context. Use phrases like "reimagined for the modern home," "a contemporary twist on tradition," or "heritage-infused" to communicate the brand's unique fusion.
• •Educate, Don't Just Sell: Position the brand as an authority by sharing knowledge. Explain the difference between "country cloth" and Dutch wax prints, the meaning behind a symbol, or the time it takes to create an item. This builds trust and adds value beyond the product itself.
• •Maintain a Refined and Joyful Vocabulary: The brand's language should remain elevated and sophisticated while still feeling warm and celebratory. Avoid overly casual slang, but embrace words that convey happiness, colour, and artistry. The tone is aspirational yet welcoming.

Social Perception

High-End and Artistic; Culturally Significant; Inspirational and Founder-Led; A Source of Joyful Aesthetics

Copy Examples

• •More than a pattern, it's a memory. Our new Romarong cushions are a whisper of West African tradition, reimagined in the vibrant hues of a Freetown sunset. Each thread tells a story of heritage, handcrafted to bring a joyful, global spirit to your home. Unwrap a piece of our story.
• •Dress your walls in wanderlust. Inspired by the intricate geometry of traditional country cloth from Sierra Leone, our Najjar wallpaper turns any room into a narrative. It’s not just decoration; it’s a destination. #DarLeone #ContemporaryAfricanDesign #StoryOfHome
• •From serving cocktails to staging your favourite objects, the Tijan Tray is functional art. Handcrafted with a bold, striped pattern that recalls bustling marketplaces and coastal horizons, it’s a sophisticated pop of colour and a piece of global chic for your living space.
• •That feeling of a forever holiday... Remember that carefree feeling of discovering a hidden gem on your travels? We’ve bottled it. Our latest collection of curated objects and textiles is inspired by those very moments—a celebration of global craftsmanship and the joy of home. Find a piece that transports you.
• •Dar Leone began with a longing for home. Founder Isatu Funna, a Sierra Leonean-American living in London, sought to fill her space with designs that spoke of her heritage—not as a relic of the past, but as a living, breathing, contemporary story. She found a gap between traditional craft and modern living, and Dar Leone was born to fill it.