Brand Tone

aspirational, authentic, and professional

Brand Values

• •Craftsmanship & Quality
• •Natural Beauty & Sustainability
• •Chilean Identity & Design
• •Timelessness & Durability

Best Practices

• •Lead with the Material: Always emphasize the type of native wood used. Use its name (Lenga, Roble, Coigüe) to build a narrative around its origin and unique qualities. This reinforces the brand's core value of natural authenticity.
• •Use Storytelling Language: Instead of just listing features, tell a story. Talk about the 'hands that craft,' the 'heart of the home,' and 'furniture with roots.' This connects emotionally with the aspirational aspect of the brand.
• •Maintain a Professional & Confident Voice: Write with clarity and expertise. Avoid overly casual language, emojis, or slang. The tone should reflect the premium quality of the product.
• •Consistently Highlight 'Chilean Made': The local identity is a key differentiator. Phrases like 'Designed in Chile,' 'Chilean Craftsmanship,' and 'From our workshop in the South' should be woven into the copy across all platforms to strengthen brand identity and trust.
• •Balance Aesthetics with Function: While the copy should be beautiful and evocative, it must also be informative. Clearly communicate the durability, functionality, and timeless design of the furniture. Connect the beauty of the piece with its purpose in the customer's life.

Social Perception

premium, trustworthy, and artisanal brand

Copy Examples

• •Where memories will be made. Our new Domo Dining Table, crafted from a single piece of native Lenga wood, is more than a piece of furniture —it's the future heart of your home. Designed and handcrafted in Chile to last for generations. Discover the story behind the wood on our website.
• •Your home deserves the warmth of nature. At Feviwood, we transform sustainable native wood into timeless furniture. Each piece tells a unique story of Chilean forests and expert craftsmanship. Elevate your space with design that feels like home. Explore our collection.
• •The Soul of Patagonia in Your Living Room. Discover the rich tones and robust character of Coigüe wood. Our artisans carefully select and shape every piece to honor its natural beauty. Authentic, durable, and uniquely Chilean. This is Feviwood.
• •The Feviwood story continues in your home. We noticed you appreciate true craftsmanship. As part of our valued community, we wanted to give you a first look at our upcoming collection of minimalist shelves, designed to complement the pieces you already love. Built with the same passion and native wood.
• •It starts as a whisper from a Chilean forest. It's shaped by hands that understand its language. It's not just wood. It's a legacy. Feviwood. Furniture with roots.