Brand Tone

Inspirational, Curated, and Sophisticated. The tone is welcoming and passionate, not elitist, using elegant and evocative language to inspire customers to create beautiful living spaces. It is also helpful and informative, providing details about designers and material quality, positioning itself as a knowledgeable guide in the world of design.

Brand Values

• •Curated Quality
• •Scandinavian & Local Design
• •Aesthetic Living
• •Sustainability
• •Inspiration and Expertise

Best Practices

• •Lead with Feeling, Follow with Fact: Begin your copy by evoking the emotion or lifestyle the product facilitates. Then, support it with the tangible details.
• •Tell the Story Behind the Product: Share the narrative behind each item, whether it's an iconic brand's history or a local artist's vision, to add emotional connection.
• •Use an Elegant and Evocative Vocabulary: Choose words that reflect the brand's sophisticated and inspirational nature, such as "curated," "timeless," "artistry," "crafted," and "sanctuary."
• •Educate and Inspire: Position the brand as a design expert by sharing styling tips, design movement information, or material benefits to build trust and authority.
• •Maintain Visual and Textual Harmony: Ensure the clean, bright, and minimalist aesthetic of the brand's photography is matched by uncluttered, considered, and beautiful copy. Avoid slang, excessive emojis, or overly casual language.

Social Perception

Formadoma is perceived as a premium, boutique retailer and a trusted authority on Scandinavian and Slovenian design. It is seen as a go-to source for authentic, high-quality home decor for those seeking timeless pieces, associated with elegance, style, and a deep appreciation for craftsmanship. It is viewed more as a design gallery offering inspiration than a simple retail store.

Copy Examples

• •More than a teapot, it's a morning ritual. The iconic Unikko print by Marimekko brings a touch of Finnish artistry to your daily cup. Crafted from durable stoneware to keep your tea warm and your spirits bright. How does your day begin?
• •Embrace the cozy season. Our collection of 100% woven wool blankets from Lapuan Kankurit is here to add warmth and timeless Finnish design to your home. Perfect for cool evenings and slow Sunday mornings. Shop the collection now and enjoy free shipping on orders over €100.
• •The right light doesn't just illuminate a room; it transforms it. Discover our curated collection of lighting from designers who understand the art of atmosphere. From a soft glow over your dining table to a bright companion for your late-night reading, find the piece that tells your story. Explore the collection.
• •DESIGNED FOR LIFE. We believe in pieces that last. Our collection is a celebration of quality materials, timeless design, and the skilled artisans who make them. Invest in beauty that endures.
• •Which mug matches your Monday mood? The minimalist, the bold pattern, or the earthy ceramic? Tap to vote!