Brand Tone

Elegant and Sophisticated, Respectful of Heritage and Tradition, Quality-Focused and Assured, Understated and Timeless, Inspiring and Evocative

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Heritage and Tradition
• •Functionality and Beauty
• •Sustainability and Responsibility
• •Collaboration

Best Practices

• •Embrace Understated Elegance: Use refined, sophisticated language. Avoid slang, overly casual phrases, or excessive hype. Focus on the inherent quality and beauty of the products.
• •Weave in Heritage: Subtly reference the brand's long history, tradition of craftsmanship, and Danish design roots in product descriptions, social media, and brand storytelling.
• •Prioritize Quality and Durability: Highlight the superior materials, meticulous weaving techniques, and the lasting nature of the products. Use terms that convey longevity and investment.
• •Focus on Timelessness over Trends: Emphasize classic designs and enduring appeal rather than fleeting fashions. The copy should reflect designs that are meant to be cherished for years.
• •Evoke Sensory Experience and Emotion: Describe the feel of the fabrics, the beauty of the designs, and the sense of comfort, luxury, or joy the products bring to a home, connecting with customers on an emotional level.

Social Perception

High-Quality and Luxurious, Prestigious and Respected, Durable and Long-Lasting, Classic Danish Design, Associated with Special Occasions and Everyday Luxury, Trusted Brand

Copy Examples

• •Headline (Bed Linen): Woven from Centuries of Tradition. Crafted for Modern Dreams. Experience the unparalleled comfort of Georg Jensen Damask. Body: Since 1756, our master weavers have transformed the finest yarns into linens of exceptional quality and timeless beauty. Discover a legacy of sleep, enveloped in pure Danish design.
• •Social Media Post (Tablecloth): Elevate your gatherings from simple meals to cherished moments. Our damask tablecloths, rich in heritage and intricate design, are the backdrop to life's most beautiful occasions. Explore the collection and weave your own stories.
• •Product Description (Towel): Indulge in the everyday luxury of our DAMASK TERRY collection. Woven with meticulous care from the finest cotton, these towels offer exceptional absorbency and a softness that endures, wash after wash. A testament to Danish craftsmanship, designed for your daily comfort.
• •Email Subject Line (New Collection): Introducing [New Collection Name]: Timeless Design, Woven Anew by Georg Jensen Damask. Preview Text: Discover contemporary interpretations of our historic patterns, crafted with the unwavering quality that defines our heritage.
• •Brand Story Snippet (Website 'About Us'): More than just textiles, we weave a legacy. For over 260 years, Georg Jensen Damask has been synonymous with exquisite Danish design and uncompromising quality. From royal appointments to the heart of discerning homes, our passion for craftsmanship continues in every thread.