Brand Tone

Aspirational, Sophisticated, and Modern.

Brand Values

• •Elegance and Design
• •Innovation and Technology
• •Ambiance and Warmth
• •Eco-Consciousness
• •Simplicity and Convenience

Best Practices

• •Lead with Emotion, Support with Features: Start with the feeling the product creates —coziness, luxury, connection. Then, introduce the features (smokeless, ventless, eco-friendly) as the reasons why this ideal experience is possible.
• •Use Sensory and Evocative Language: Use words like "mesmerizing," "captivating," "gentle dance of flames," and "cozy warmth" to help the audience imagine the experience. Paint a picture that goes beyond the physical product.
• •Emphasize "Modern Luxury": Consistently pair terms related to style ("elegant," "sophisticated," "centerpiece") with terms related to technology ("innovative," "clean-burning," "eco-friendly") to reinforce the brand's unique position in the market.
• •Maintain a Refined and Confident Voice: Avoid overly casual slang or aggressive sales tactics. The tone should be calm, confident, and sophisticated, reflecting the premium nature of the products. The copy should guide, not push.
• •Ensure Visual and Textual Harmony: Every piece of copy should directly complement the visuals. If an image shows a sleek, minimalist room, the copy should speak to modern elegance and clean design. This creates a cohesive and immersive brand experience across all platforms.

Social Perception

Highly positive; products are seen as premium decorative items enhancing living spaces and social events. Key perception is a real flame ambiance without traditional drawbacks (smoke, installation), highlighting convenience. Brand is viewed as customer-centric and design-focused.

Copy Examples

• •Transform quiet evenings into cherished memories. With FLAIME, it's not just a fireplace; it's the warm, mesmerizing heart of your home. Smokeless, elegant, and effortlessly modern.
• •Experience the beauty and warmth of a real fire in any room. Our innovative bioethanol and water vapor fireplaces require no venting, offering pure ambiance without the smoke or soot.
• •Interior design is about creating a feeling. The Celeste fireplace by FLAIME adds a touch of modern elegance and a captivating glow that completes any space. Ready to redefine your decor?
• •From your living room coffee table to your garden patio, the Asta brings the magic. Fueled by clean-burning bioethanol, it offers up to an hour of smokeless flame, creating an instant atmosphere for any occasion. It's more than a decor piece—it's an experience.
• •Imagine this. Your favorite book, a glass of wine, and the gentle dance of a real flame. With FLAIME, this luxury is simple.