Brand Tone

Aspirational yet Approachable, Warm and Welcoming, Eclectic and Stylish, Community-Focused and Conscious, Inspiring and Curated

Brand Values

• •Individuality and Personal Expression
• •Comfort and Well-being
• •Quality and Craftsmanship
• •Sustainability
• •Eclectic Beauty
• •Accessibility

Best Practices

• •Embrace 'Warmly Sophisticated': Combine elevated design language with inviting, friendly phrasing. Avoid overly formal or overly casual extremes. Think 'effortlessly cool' rather than 'exclusive luxury' or 'basic.'
• •Tell the Story of a Piece: Highlight the unique origins (vintage, artisan, custom) or the feeling a piece evokes. Connect products to the lifestyle deKor promotes – comfortable, stylish, personal.
• •Incorporate Values Naturally: Weave in mentions of sustainability, local artisans, or the 'happy place' philosophy where relevant, rather than making them feel like forced bullet points. Show, don't just tell.
• •Use Evocative and Sensory Language: Words like 'airy,' 'laid-back,' 'whimsical,' 'comfort,' 'warmth,' and 'effortlessly cool' help paint a picture that aligns with the brand's aesthetic and feel.
• •Maintain an Inclusive and Inspiring Voice: While curated, the message should empower customers to find pieces that resonate with their personal style, reinforcing the idea that there's 'something for everyone' to create their own unique, happy space.

Social Perception

The brand positions itself as a curated, stylish, yet welcoming and approachable source for unique home furnishings. Being featured by the LA Times and Goop suggests a positive reputation within design-conscious circles. The emphasis on local community and sustainability likely resonates well with a socially conscious consumer base. The broader home decor market is heavily influenced by social media aesthetics, with consumers seeking unique items that reflect their personality and values. Brands that offer a distinct style and story, like deKor's Swedish-American eclectic mix, tend to be well-perceived.

Copy Examples

• •Headline: Find Your Happy Place. Explore deKor. Body: At deKor, we believe your home should be a haven of comfort and personal style. Discover our eclectic collection of vintage treasures, artisan-crafted pieces, and laid-back Californian-Scandinavian designs that inspire joy.
• •Headline: Old World Charm, Golden State Soul. Body: Step into deKor and experience a unique blend of Scandinavian elegance and breezy Californian living. From hand-picked vintage furnishings to sustainably sourced decor, each piece tells a story. What will yours be?
• •Headline: More Than Decor, It's a Feeling. Body: Curated with warmth and an eye for the unique, deKor offers an approachable take on sophisticated design. Let us help you create surroundings that feel effortlessly cool and distinctly you.
• •Headline: Sustainably Stylish, Locally Loved. Body: We’re passionate about beautiful design that’s kind to the earth and our community. Discover eco-friendly materials and support local artisans with deKor’s whimsical collection of home treasures.
• •Headline: Your Story, Beautifully Furnished. Body: Eclectic, fun, and always inspiring – deKor is your source for furnishings that spark conversation and reflect your unique journey. Come in and make yourself at home.