Brand Tone

Minimalist & Clean, Elegant & Sophisticated, Personal & Expressive, Contemporary & Timeless, Thoughtful & Understated

Brand Values

• •Timeless Design
• •Personalization & Self-Expression
• •Quality & Durability
• •Scandinavian Aesthetics
• •Responsibility & Sustainability
• •Creativity & Originality

Best Practices

• •Embrace Simplicity: Use clear, concise language. Avoid jargon or overly complex sentences. Let the design and product speak for themselves.
• •Lead with "Personal": Continuously highlight the personalization aspect and how products allow for self-expression or meaningful connections (e.g., "your initial," "tell your story," "a gift that speaks volumes").
• •Reference Design Heritage (Subtly): When appropriate, mention "Danish design" or "timeless typography" to reinforce quality and aesthetic roots without overdoing it.
• •Use Evocative but Understated Adjectives: Words like "elegant," "timeless," "thoughtful," "minimal," "iconic," and "crafted" align well with the brand. Avoid hyperbole.
• •Maintain Visual-Verbal Harmony: Ensure the copy's tone perfectly matches the clean, minimalist, and aspirational imagery used across all platforms. The words should feel like a natural extension of the visual brand.

Social Perception

Stylish & Trendy, High Quality (Design-wise), Gift-worthy, Aspirational yet Accessible, Conscious

Copy Examples

• •Headline: Your Story, Beautifully Spelled. Body: Discover iconic Danish design, made personal. Our collection, featuring Arne Jacobsen's timeless typography, brings meaning to modern living. Shop initials, words, and inspiration.
• •Headline: Scandinavian Simplicity. Personal Expression. Body: Elevate your everyday with Design Letters. From morning coffee in your favorite initial mug to jotting thoughts in a thoughtfully designed notebook, find pieces that speak to you.
• •Headline: The Art of Gifting, Redefined. Body: Give more than a gift; give a piece of personal history. Our customizable designs transform letters into lasting keepsakes. Perfect for them, perfect for you.
• •Headline: Consciously Crafted. Designed to Last. Body: As a certified B Corporation, we believe in design with purpose. Explore our responsibly made collections – timeless style for a more considered home.
• •Headline: New In: Letters to Live By. Body: Fresh designs have arrived, blending iconic typography with contemporary style. Discover the latest additions to your personal narrative.