Brand Tone

elegant, inspiring, trustworthy, sophisticated yet accessible, with occasional playful and charming elements.

Brand Values

• •Timeless Style and Elegance
• •Quality and Durability
• •Sustainability
• •Accessibility and Affordability
• •Customer Well-being and Comfort

Best Practices

• •Lead with Elegance and Simplicity: Always use clean, sophisticated language that reflects the Scandinavian design aesthetic. Avoid overly trendy slang to maintain a timeless feel.
• •Highlight Quality and Materials: Consistently mention the high-quality, durable, and sometimes sustainable materials used in the products. This reinforces brand value and justifies the purchase.
• •Tell a Story: Weave the brand's Norwegian heritage and passion for design into the narrative. This creates a stronger emotional connection with the audience.
• •Focus on the Feeling: Describe how the products make the customer feel—comfortable, confident, stylish, cozy. This shifts the focus from the item itself to the experience it provides.
• •Maintain a Trustworthy Tone: Use clear and direct language for policies, shipping, and customer service. Reassure customers with positive reviews and a commitment to satisfaction to build and maintain trust.

Social Perception

Highly positive; perceived as a source of high-quality, stylish products that deliver on their promises. Customers are pleasantly surprised by the luxurious feel and flattering fit. The brand is seen as reliable, customer-focused, with a smooth purchasing process, and its modest Norwegian origins expanding internationally add to its appeal.

Copy Examples

• •Breathe in the simplicity of Scandinavian summer. Our new linen collection combines timeless design with effortless comfort, keeping you cool and elegant from sunrise to sunset. Discover pieces designed to last. #FjornaStyle
• •Light up your world with more than just a lamp—create an atmosphere. The 'AURORA' lamp, inspired by Nordic skies, brings a warm, ambient glow to any space. Handcrafted with sustainable materials for a brighter, more beautiful home.
• •Your search for the perfect cozy sweater ends here. Crafted from the softest wool, our 'OSLO' sweater is like a warm hug on a chilly day. Effortless style and ultimate comfort, guaranteed. Tap to shop your new favorite.
• •From business meetings to elegant evenings, move through your day with confidence. Our tailored trousers are designed for the modern woman who values both style and substance. Experience the perfect fit and luxurious feel of FJØRNA.
• •Welcome back to the FJØRNA family. We noticed you loved [previous purchase]. We think you'll feel the same about our new arrivals. As a thank you for your continued trust in our quality, enjoy 15% off your next order. Explore the new collection and find your next timeless piece.