Brand Tone

Poetic, minimalist, and artistic, conveying calm sophistication and elegance. The language is intentional and evocative, professional yet deeply personal, reflecting timelessness and quiet contemplation, with a subtle, reverent expression.

Brand Values

• •Artistry and Handcraft
• •Minimalism and Simplicity
• •Nature as Inspiration
• •Emotional Resonance and Storytelling
• •Quality and Durability

Best Practices

• •Embrace Poetic and Evocative Language: Use words that suggest feeling, artistry, and subtlety. Terms like "sculpt," "whisper," "ethereal," "serene," and "resonance" align better with the brand than purely functional descriptors.
• •Focus on the "Why" Not Just the "What": Instead of just describing a product's features, explain the feeling or atmosphere it creates. Talk about how it interacts with light, the story behind its form, or the sense of calm it brings to a room.
• •Champion Handcraft and Origin: Consistently mention that the products are "handcrafted in Vienna." This reinforces the values of quality, artistry, and authenticity, and justifies the premium positioning of the brand.
• •Maintain Visual and Textual Minimalism: Just as the designs are minimalist, the copy should be clean, concise, and uncluttered. Avoid overly long sentences, excessive jargon, or loud calls-to-action. Let the quality of the words and images speak for themselves.
• •Tell the Story of Materials: Highlight the unique qualities of the materials used. Whether it's the "haptic appeal" of concrete, the purity of matt-white ceramic, or the tradition of "Wiener Geflecht" (Viennese wickerwork), the material is part of the product's identity and story.

Social Perception

Formpoet Thomas Poganitsch is perceived as a premium, design-focused brand appealing to individuals who appreciate art and high-quality craftsmanship. Customers are typically design-conscious, seeking unique, functional, and decorative statement pieces. The brand is widely praised for its unique beauty, excellent craftsmanship, artistic quality, and the handmade nature of its products.

Copy Examples

• •A whisper of movement, frozen in time. Our handcrafted birds don’t just occupy a wall; they give it a soul. A simple form, a play of light, a poem for your home. #Formpoet #ThomasPoganitsch #HandcraftedDesign #MinimalistArt #ViennaDesign #LightAndShadow
• •The 'Auszeit' collection gives form to moments of pause. Cast from high-quality concrete, this planter is a study in quiet strength and minimalist elegance. Its simple, purist form provides a serene home for your botanicals, creating a space for nature to breathe within your interior. Each piece is a durable, handcrafted statement of timeless design.
• •Headline: Where Function Becomes Poetry. Body: Elevate your projects with objects that tell a story. Formpoet designs are handcrafted in Vienna, blending minimalist aesthetics with artistic integrity. Discover our collection of lighting and decorative objects to create spaces with lasting emotional resonance. Explore the collection. Keywords: #LuxuryInteriors #ArchitecturalDetails #BespokeDesign #StatementPieces #VienneseCraftsmanship
• •At Formpoet, we believe boundaries are meant to be broken. Our philosophy is one of reduction—to find the essential in every form. Led by the vision of designer Thomas Poganitsch, our Vienna workshop transforms raw materials like concrete and ceramic into objects of minimalist beauty. Each piece is handcrafted, a testament to timeless design and the simple, poetic interplay of form, light, and shadow.
• •The Art of Simplicity, Delivered.