Brand Tone

aspirational yet accessible, and mission-driven. It is conscious and responsible, optimistic and empowering, stylish and modern, and trustworthy and knowledgeable.

Brand Values

• •Sustainability
• •Affordability
• •Quality
• •Circularity
• •Design-consciousness

Best Practices

• •Lead with the ‘Why’: Always connect the product or service back to the core mission of sustainability and reducing waste. This reinforces the brand's purpose beyond just selling furniture.
• •Use Positive and Empowering Language: Frame the choice to buy refurbished furniture as a smart, stylish, and proactive decision, rather than a compromise. Use words like "transform," "renew," "give a new life," and "conscious choice."
• •Highlight Style and Quality: Consistently pair messages of sustainability with an emphasis on modern design and high-quality craftsmanship to combat any negative perceptions of second-hand goods.
• •Be Transparent and Educational: Briefly explain the process of how furniture is "released" – from removal and refreshing to finding a new home. This builds trust and helps the audience understand the value of the service.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure that the tone of the copy aligns with the clean, modern, and aspirational imagery used on Instagram and the website. The language should be as thoughtfully curated as the furniture itself.

Social Perception

an innovative and ethical brand for the modern consumer. They are positioned as a smart solution for individuals and businesses who are environmentally conscious, budget-savvy but still desire a stylish and well-furnished living space, appreciative of quality and craftsmanship, and potentially younger consumers, renters, or first-time homeowners who are looking for flexible and affordable furnishing options.

Copy Examples

• •Give your living room a story to tell. This chair has been given a new lease on life, and is ready for its next chapter with you. Choose refurbished, choose sustainable, choose style that doesn’t cost the earth. #ReleaseFurniture #SustainableLiving #SecondHandStyle
• •Moving on? Let your furniture do the same. We’ll give your pre-loved pieces a future, not a landfill. Schedule your furniture removal today and be part of the solution. #CircularLiving #FurnitureDonation #ZeroWaste
• •Your new home deserves a fresh start, and so does your furniture. Discover our collection of beautifully refreshed, high-quality pieces at prices that will make you feel right at home. Furnish your space with style and a clear conscience. [Shop Now] #ReleaseYourStyle #AffordableFurniture #EcoFriendlyHome
• •Beyond the Landfill: How Choosing Pre-Loved Furniture is a Revolutionary Act of Style and Sustainability. #CircularEconomy #SustainableDesign #ReleaseThePotential
• •Subject: Don't just furnish your home, transform it. This week at Release, we're celebrating the beauty of transformation. See our latest collection of refreshed furniture and discover how easy it is to make a stylish and sustainable choice for your home. #SustainableStyle #HomeDecor #ReleaseFurniture