Brand Tone

Conscious and Ethical, Sophisticated and Curated, Authentic and Approachable

Brand Values

• •Ethical Partnership
• •Sustainability
• •Timeless Quality
• •Design Integrity
• •Accessibility

Best Practices

• •Lead with the "Why": Start with the brand's values. Instead of saying "New Chair for Sale," say "A Chair That Supports Artisans." This immediately connects the product to a deeper purpose.
• •Use Sensory and Evocative Language: Use words that describe the texture, feeling, and aesthetic. Phrases like "natural hues," "earthen tones," "practical comfort," and "perfect harmony" align with the brand's calm and sophisticated tone.
• •Tell the Story: Briefly narrate the journey of the product. Mentioning that it's "handcrafted," from a "family-owned" workshop, or "vintage-inspired" adds a layer of authenticity and value.
• •Emphasize "Investment over Expense": Frame the purchase as a smart, long-term investment in quality and style, contrasting it with the wastefulness of "fast furniture." Use phrases like "pieces that last through legacies."
• •Maintain Visual and Textual Harmony: Ensure the copy's tone always matches the clean, minimalist, and warm aesthetic of the visuals. The language should be as uncluttered, intentional, and well-crafted as the furniture itself.

Social Perception

Customers perceive Forom as a trustworthy brand that delivers high-quality, aesthetically pleasing furniture at a fair price point, offering artisan-quality replicas. The public image is that of a discerning, boutique-style curator with a strong ethical backbone, successfully positioned as an authority on minimalist, vintage-inspired home decor.

Copy Examples

• •More than a table. It's a commitment to sustainable wood, a tribute to timeless design, and a promise of quality from our artisan partners to your home. This is furniture with a soul.
• •Beautiful design shouldn't be a luxury. We cut out the middleman to bring you handcrafted, vintage-inspired furniture directly from the artisans who make it. Shop our collection and discover quality you can afford and feel good about.
• •The End of Throwaway Furniture. We create timeless pieces from natural, durable materials that are designed to last. Invest in quality. Invest in sustainability.
• •Handwoven by our artisan partners, each cabinet tells a unique story of craftsmanship. The natural rattan brings warmth and texture to any room, while its classic silhouette ensures it will never go out of style. A beautiful, conscious choice for the modern home.
• •10 Ways to Style a Timeless, Minimalist Living Room | Forom