Brand Tone

aspirational, professional, and design-oriented, confident in expertise, appreciative of aesthetic beauty, polished, focused on quality and timelessness, customer-centric and reassuring.

Brand Values

• •Quality Craftsmanship
• •Danish Design Heritage
• •Personalization and Customization
• •Value and Accessibility
• •Collaboration

Best Practices

• •Always Lead with Quality and Design: Every piece of copy, from a short tweet to a detailed brochure, should reinforce the core values of superior craftsmanship and timeless Danish design. Use descriptive words that evoke texture, durability, and aesthetic appeal.
• •Maintain a Professional and Assured Tone: The brand's voice should be confident and knowledgeable, positioning Form Plus as an expert in its field. Avoid overly casual slang or humor, which could detract from the high-end positioning.
• •Use "You-centric" Language in the Customer Journey: While the tone is professional, it should also be personal and inviting. Frame the process around the customer's "vision," "dream," and "home." This creates a collaborative and inclusive feeling.
• •Acknowledge and Address the Past Indirectly: While not dwelling on the bankruptcy, new content should subtly emphasize reliability, successful project delivery, and customer satisfaction. Phrases like "your trusted partner," "a seamless process from start to finish," and showcasing positive testimonials can help rebuild confidence.
• •Ensure Visuals and Text are in Perfect Harmony: The clean, minimalist, and high-quality aesthetic of the brand's photography must be matched by the copy. The text should be as uncluttered, elegant, and well-composed as the images it accompanies.

Social Perception

Dual-sided. Positive among design-focused consumers who see the brand as high-quality, desirable, and a clever solution for accessible high-end design. Negative due to a past bankruptcy, leading to perceptions of unreliability and poor customer service among some affected customers, contrasting with the brand's professional image. The company is in a phase of rebuilding trust.

Copy Examples

• •Beyond the Standard. Your vision, our craftsmanship. Discover bespoke kitchens with Form Plus.
• •The beauty of smoked oak, crafted to perfection. We believe the details aren't just details; they are the design. This is how we transform an ordinary space into the heart of the home. #FormPlus #DanishDesign #KitchenInspo #CustomKitchen
• •Love the flexibility of IKEA? Elevate it with our custom-made fronts and solid wood drawers. Get the bespoke kitchen you've been dreaming of, built on a foundation you know. Learn more about our IKEA hacks.
• •At Form Plus, our heart is in the workshop and our mind is on your home. We are a dedicated team of designers and craftsmen who share a single passion: creating timeless Danish designs that are built to last and a joy to live with every day.
• •Form Plus is proud to announce the completion of a multi-unit residential project in Copenhagen, delivering our signature blend of functional design and high-quality joinery on a commercial scale. This success is a testament to our team's vision and dedication. #DanishDesign #PropertyDevelopment #BespokeInteriors