Brand Tone

Sophisticated, Design-Oriented, Aspirational, Informative, Calm, Emerging & Developing.

Brand Values

• •Authentic Design
• •Quality Craftsmanship
• •Timeless Aesthetics & Minimalism
• •Curated Selection
• •Inspiration for Considered Living
• •Potential Lean towards Sustainability

Best Practices

• •Develop a Core Lexicon: Create a list of on-brand keywords and phrases (e.g., "authentic design," "timeless," "curated," "craftsmanship," "considered living," "minimalist elegance," "functional art") and preferred terminology. Consistently integrate these into all copy.
• •Emphasize Quality and Materials: Always highlight the quality of craftsmanship and the specific materials used in the products. This reinforces the premium nature of the offerings and appeals to a discerning customer.
• •Maintain a Sophisticated yet Accessible Voice: The tone should be elevated and appreciative of design principles, but avoid overly academic or exclusionary jargon. Aim for clarity and an inviting feel that educates and inspires.
• •Visual-Verbal Harmony: Ensure that the copy consistently reflects the clean, minimalist, and high-quality aesthetic of the product photography and website design. The words should feel like a natural extension of the visuals.
• •Tell the Story (Where Possible): Briefly touch upon the designer's intent, the brand's philosophy, or the heritage of a piece when relevant. This adds depth and value beyond the purely transactional, aligning with the "authentic design" ethos. For example, referencing Frama's philosophy of balance and engaging the senses when describing their products.

Social Perception

Niche & Premium Retailer, Source for European Design, Emerging Player, Trust (by association).

Copy Examples

• •Instagram Post (featuring a new lounge chair): Discover the art of repose. The [Chair Name] by [Brand Name] blends sculptural form with uncompromising comfort. Crafted from [Material] and designed for enduring appeal, it’s more than a seat – it’s a sanctuary. Explore authentic design for your space at framaspace.com. #framaspace #authenticdesign #[BrandName] #loungechair #moderninterior #qualitycraftsmanship #portugaldesign
• •Website Banner (Homepage): Curated for a Life of Authentic Design. Explore timeless furniture, lighting, and accessories from Europe’s most esteemed design houses. Welcome to Framaspace.
• •Email Newsletter Subject Line: New Arrivals: Iconic Designs & Future Classics from [Brand Name] & [Brand Name] Body Snippet: At Framaspace, we believe in the power of thoughtful design to transform everyday living. This week, we're delighted to introduce new pieces from [Brand Name], known for their [mention key characteristic], alongside inspiring creations by [Brand Name], who masterfully [mention key characteristic]. Uncover objects that resonate with quality and purpose.
• •Product Description Snippet (for a minimalist table): The [Table Name] embodies pure functional elegance. Its clean lines and honest materials – [specify materials] – speak to a philosophy of essentialism. A quiet statement piece, designed by [Designer/Brand] to integrate seamlessly into your considered space and last for generations. Find balance and purpose with Framaspace.
• •Facebook Post (highlighting their "Inspiration" section): Searching for the perfect expression of your style? Our 'Inspiration' gallery showcases how authentic design pieces can create harmonious and inviting interiors. From tranquil bedroom retreats to dynamic living areas, let Framaspace guide your vision. Explore collections: [Link to Inspiration page] #framaspace #interiordesigninspiration #moderndecor #europeanfurniture #curatedliving #designinspiration