Brand Tone

passionate, stylish, sophisticated, accessible, and design-savvy

Brand Values

• •Quality
• •Affordability/Value
• •Design & Style
• •Customer Service (aspirational)
• •Reliability
• •Accessibility to Design
• •Comfort

Best Practices

• •Anchor to Core Values (Aspirational): Consistently weave in themes of timeless style, passion for design, and the blend of comfort with aesthetics. Even if "reliability" and "customer service" are currently challenged in perception, aspirational copy should still reflect these as goals.
• •Use Sophisticated yet Accessible Language: The tone should feel design-literate but not elitist. Appeal to those who appreciate good design and are looking for quality reproductions. Avoid overly technical jargon unless explained.
• •Evoke Emotion and Aspiration: Connect the furniture to the lifestyle and feelings it can create – a stylish gathering space, a comfortable reading nook, a home that reflects personal taste. Use evocative words.
• •Maintain Honesty and Transparency (Crucial): Given the negative reviews regarding product issues and delivery, copy must be scrupulously honest. Clearly state items are "inspired by" or "reproductions." Be transparent about materials. Under-promise and over-deliver on service aspects if possible (though this is more operational than copy).
• •Develop Comprehensive Tone of Voice Guidelines: Create a document that outlines the brand's voice (personality – consistent) and tone (inflection – adaptable for context, e.g., website vs. a potential customer service apology). This guide should include approved vocabulary, a "do and don't" list, and examples to ensure all communications align with the desired sophisticated, passionate, and design-focused yet accessible brand image.

Social Perception

A segment of customers perceives EMFURN as a good source for affordable and stylish mid-century modern furniture reproductions. They are happy with the product aesthetics and value for money, and some have had positive interactions with customer service. However, a large and vocal group of customers has a highly negative perception of the brand. This is driven by experiences of extremely long delivery times, poor or non-existent communication from customer service, problems with product quality or receiving the wrong items, and major difficulties in obtaining refunds.

Copy Examples

• •Headline: Unlock Iconic Style. Body: Discover mid-century modern masterpieces, reimagined for today's living. EMFURN: Timeless design, accessible to you. Shop the collection.
• •Headline: More Than Furniture. It's a Statement. Body: Elevate your space with pieces that blend art, comfort, and enduring appeal. Explore the EMFURN collection and define your signature style.
• •Headline: The Golden Age of Design, Within Reach. Body: EMFURN brings you the quality and iconic looks you admire, thoughtfully reproduced for contemporary homes. Live stylishly, affordably.
• •Headline: Passionate About Design? So Are We. Body: At EMFURN, every curve and contour is a tribute to mid-century visionaries, crafted to bring beauty and function into your modern life. Find your inspiration.
• •Headline: Your Home, Beautifully Curated. Body: From statement chairs that spark conversation to elegant tables that gather loved ones, EMFURN offers the key pieces to perfect your unique mid-century modern aesthetic. Where style truly meets comfort.