Brand Tone

Sophisticated & Design-Oriented, Appreciative of Craftsmanship, Informative & Service-Oriented, Aspirational & Warm (for the handcrafted segment)

Brand Values

• •Quality & Design Excellence
• •Uniqueness & Individuality
• •Customer Inspiration
• •Attention to Detail
• •Sustainable Practices (for the handcrafted segment)

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal attributes (e.g., "sophisticated," "artistic," "informed," "inviting"), preferred vocabulary, and things to avoid. This ensures anyone writing copy understands the desired voice.
• •Emphasize Craftsmanship and Design Heritage: When describing products, go beyond basic features. Highlight the designer's vision, the story behind the piece, or the unique materials and techniques used, appealing to an appreciation for artistry.
• •Use Evocative and Elegant Language: Employ descriptive adjectives and refined language that reflects the quality and aesthetic of the products. Avoid overly casual slang or overly technical jargon unless explaining specific material benefits.
• •Maintain Visual Consistency: Ensure that the tone of the copy is mirrored in the visual presentation (photography, website design). High-quality, artistic imagery will reinforce a sophisticated and design-led brand.
• •Train and Align All Content Creators: Whether in-house or external, ensure everyone responsible for creating content (website copy, social media, emails, product descriptions) is trained on the brand voice and values to maintain consistency across all platforms.

Social Perception

Purveyor of High-End Decor, Extensive Selection, Trustworthy (official retailer), Focused on Aesthetics

Copy Examples

• •Headline (Website Banner): Domustore: Where Design Elevates the Everyday. Discover curated collections for a home that tells your story.
• •Product Description (for a designer vase): More than a mere vessel, the 'Mediterraneo' fruit holder by Alessi is a miniature masterpiece. Emma Silvestris's intricate design, inspired by coral reefs, transforms polished steel into a captivating centerpiece that breathes life and artistry into your space. (Inspired by)
• •Social Media Post (Instagram - showcasing a unique lamp): Illuminate your moments with an icon. The Seletti Monkey Lamp isn't just a light source; it's a conversation starter, a piece of art, a touch of playful rebellion for the discerning interior. Explore the collection and let your personality shine. #DomustoreDesign #Seletti #IconicLighting #HomeArt (Inspired by)
• •Email Subject Line (for a new collection): New Arrivals: Unveiling Objects of Desire from Italy's Finest Designers at Domustore.
• •Brand Story Snippet (About Us page): At Domustore, we believe your home should be a gallery of your life, filled with pieces that resonate with soul and story. That's why we meticulously select each item for its exceptional design, enduring quality, and the spark of inspiration it brings to your world. (Inspired by)