Brand Tone

Aspirational, Minimalist, Sophisticated

Brand Values

• •Design Excellence
• •Quality Craftsmanship
• •Accessibility
• •Modern Living
• •Inspiration

Best Practices

• •Lead with Aesthetics, Follow with Function: Start with the visual and emotional appeal of a product (the "why"), then support it with details about materials, craftsmanship, and utility (the "how"). The brand sells a look first.
• •Use Sophisticated and Simple Language: Avoid slang, overly casual phrases, and clichés. Opt for elegant, clear, and concise wording. For example, instead of "Awesome new chair," use "Introducing the form and function of the Bergen Chair."
• •Sell the Space, Not Just the Product: Frame products within a lifestyle. Use evocative language that helps the customer visualize the item in their own home and the feeling it will create (e.g., "Create a serene reading corner," "The perfect centerpiece for family gatherings").
• •Maintain a Consistent Voice in Customer Service: Ensure that all communication, including responses to comments and support emails, reflects the sophisticated and professional brand tone. This builds trust and aligns the customer experience with the brand promise.
• •Focus on "Curated" and "Quality": Regularly use words that reinforce the brand values. Terms like "curated," "hand-selected," "craftsmanship," "premium materials," and "timeless design" help differentiate the brand from mass-market retailers and justify its price point.

Social Perception

Primarily perceived as a design-forward but niche online furniture store, valued for its unique style and curated product selection. While the brand has a strong, clear design identity, some concerns exist regarding the customer journey, specifically shipping delays and post-purchase support.

Copy Examples

• •The Art of Arrival. Make your first impression a lasting one. The sleek lines and solid oak construction of our Console Table bring minimalist sophistication to any entryway. Discover functional art for your home. #esquarehome #consoletable #minimaldesign #entrywaydecor
• •Modern Living, Delivered. Stop searching for the perfect piece. At Esquare, we curate the best in modern furniture and lighting so you can create a home you love. Shop our new collection and find timeless designs built for today. Shop Now
• •Design That Feels Like Home. Explore our curated collection of furniture and lighting, where quality craftsmanship meets modern simplicity.
• •More than a light source, the Atlas Pendant is a sculptural statement. Crafted from spun aluminum with a matte finish, its gentle curves cast a warm, inviting glow, transforming the ambiance of any room. It’s not just lighting; it’s the centerpiece.
• •Inside: New Arrivals for a More Considered Home.