Brand Tone

Inspiring & Innovative, Thoughtful & Humanistic, Elegant & Refined, Approachable & Friendly, Confident & Professional, Storytelling & Playful

Brand Values

• •Design Excellence & Originality
• •Customer-Centricity
• •Quality & Craftsmanship
• •Comfort & Functionality
• •Simplicity & Timelessness
• •Inclusivity & Accessibility
• •Sustainability & Responsibility
• •Innovation & Adaptability
• •Storytelling & Meaning

Best Practices

• •Embrace Storytelling: Infuse product descriptions, social media, and campaigns with the unique inspirations and narratives behind each piece. This reinforces the "meaningful stories" and "playful inspiration" aspects of the brand.
• •Prioritize "Humanistic Care" in Language: Use warm, empathetic, and inclusive language that focuses on how the furniture serves people, their needs, and their well-being (comfort, empowerment, self-expression). Avoid overly technical jargon to maintain approachability.
• •Maintain an Elegant yet Unpretentious Voice: While the design is refined, the core message is about accessibility. Copy should be sophisticated but not alienating, balancing design accolades with the "non-aggressive" and "design for everyone" philosophy.
• •Highlight Both Innovation and Timelessness: Communicate forward-thinking aspects (new perspectives, adaptability, sustainability) alongside enduring qualities (timeless silhouettes, durable use, simple style). This reflects the brand's dynamic yet grounded nature.
• •Ensure Visual and Verbal Cohesion: The language should mirror the visual identity (minimalist, organic, quality imagery). Use clear, concise copy that evokes the same feelings as the visuals – calm, comfort, inspiration, and understated elegance.

Social Perception

A provider of high-quality, stylish designer furniture; Innovative and forward-thinking; An international brand with a modern aesthetic; Focused on comfort and practicality; An emerging ethical and responsible brand; Aspirational yet relatively accessible; A key player in elevating "Made in China" design

Copy Examples

• •Headline: Grado Design: Where Your Story Shapes Your Space. Body: We believe furniture should be more than just functional. It's a reflection of you. Discover pieces designed with passion, crafted for comfort, and inspired by life’s rich tapestry. Let your home narrate your unique journey. #GradoDesign #HomeStory #TimelessFurniture
• •Headline: Design That Breathes With You. Body: Experience the art of living with Grado. Our non-aggressive, organic designs seamlessly blend into your world, offering timeless style and enduring comfort. Because great design should feel like it’s always belonged. Explore the collection. #GradoLiving #SimpleElegance #HumanCenteredDesign
• •Headline: Beyond Aesthetics: Furniture with Purpose and Soul. Body: At Grado, every curve, every texture is intentional. We craft award-winning, sustainable furniture that not only elevates your space but also embodies our commitment to quality, humanistic care, and innovative design. Design for life, designed for you. #GradoContract #SustainableDesign #InnovativeSpaces
• •Headline: Your Home, Your Sanctuary. Our Craft. Body: Unwind in a space that truly understands you. Grado furniture combines globally-inspired design with meticulous craftsmanship to bring warmth, comfort, and a touch of playful elegance to your everyday. Create your haven. #GradoComfort #PlayfulElegance #CraftedForYou
• •Headline: The Future of Your Space, Reimagined. Body: Grado champions innovative design that adapts to your evolving needs. From versatile contract solutions to expressive living pieces, we’re redefining how you interact with your environment. Discover furniture that’s as forward-thinking as you are. #GradoInnovation #ModernLiving #DesignPerspective