Brand Tone

Approachable and Friendly, Proudly South African, Contemporary and Stylish, Passionate and Sincere, Helpful and Customer-Oriented

Brand Values

• •Local Empowerment
• •Quality Craftsmanship
• •Contemporary Design & Simplicity
• •Customer Connection & Personalization
• •Sustainability
• •Resilience and Opportunity
• •Clarity & Education
• •Self-Care & Well-being

Best Practices

• •Embrace "Elula" (Simple, Easy, Convenient): Ensure copy is clear, concise, and easy to understand, avoiding overly technical jargon. Reflect the brand's name in the ease of reading and the solutions offered.
• •Highlight "Proudly South African" Authentically: Weave in details about local craftsmanship, materials, and designers. Use affirming language that celebrates local talent and industry.
• •Maintain a Friendly and Approachable Voice: Use contractions (like "it's," "we're"), ask questions to engage the audience, and adopt a warm, conversational style as if speaking to a friend.
• •Focus on a Contemporary yet Timeless Aesthetic: Use descriptive language that evokes modern style, quality, and the lasting appeal of good design. Words like "sleek," "minimalist," "funky," "chic," and "elegant" can be used where appropriate.
• •Show, Don't Just Tell, the Values: Instead of just stating "we value quality," describe *how* that quality is achieved (e.g., "meticulously handcrafted in small batches," "using fine-grain Birch Ply"). Similarly, convey support for local by sharing stories or featuring artisans when possible.

Social Perception

Positive within the Local Design Community, Appreciated for Local Focus, Seen as Stylish and Modern, Good Customer Service, Trustworthy

Copy Examples

• •Craft Your South African Story. Beautiful, locally made furniture designed for modern living. Simple, stylish, Elula.
• •Gather round, a lot like love. Our [Table Name] isn't just a table; it's where meals become memories. Designed in Cape Town and made with locally sourced [Material], it’s contemporary style with a warm heart. Ready to be the centrepiece of your home?
• •Meet the [Chair Name]! 🎉 Your new favourite spot to unwind. Locally designed, lovingly handcrafted right here in SA, and oh-so-comfy. We believe in simple lines, quality materials, and furniture that feels like home. What do you think of this new addition? #ElulaFurniture #ProudlySouthAfrican #LocalDesign #CapeTownMade #ContemporaryLiving
• •From a bold new beginning to your beautiful home. Elula was born from a passion for South African design and a dream to make contemporary, locally crafted furniture accessible. We’re more than just a store; we’re a small Cape Town factory with big heart, supporting local artisans every step of the way. Simple, easy, Elula.
• •🇿🇦 Style Your Space: Fresh Designs from Elula Furniture + Free [Offer]!