Brand Tone

Passionate & Enthusiastic, Inspiring & Empowering, Conscious & Responsible, Knowledgeable & Authentic, Friendly & Approachable

Brand Values

• •Sustainability: A strong emphasis on reducing environmental impact by promoting reuse, repair, and upcycling over new production. This includes using eco-friendly paints like Annie Sloan Chalk Paint.
• •Individuality & Uniqueness: Helping customers create personal and unique home environments with items that have character and a story, as opposed to mass-produced goods.
• •Craftsmanship & Quality: Valuing and preserving the quality of older furniture and teaching renovation skills.
• •Community & Learning: Fostering a community through workshops and sharing knowledge about restoration and design.
• •Nostalgia & Heritage: Celebrating the aesthetic and history of retro design, connecting the past with contemporary living. The name itself honors family heritage.

Best Practices

• •Emphasize Sustainability Authentically: Always weave in the "why" behind choosing vintage – the environmental benefits, the reduction of waste, and the support for a circular economy. Avoid greenwashing by being specific about practices (e.g., using eco-friendly paints, restoration techniques).
• •Tell the Story: Each retro piece has a history. Highlight the uniqueness, craftsmanship, or the era it comes from. For workshops, focus on the empowering story of transformation and skill-building. Connect to the brand's founding story and passion.
• •Use Passionate and Inspiring Language: Words like "discover," "transform," "unique," "cherished," "love," "passion," and "inspire" reflect GRETRO's enthusiasm. The tone should feel like a knowledgeable friend sharing their passion.
• •Foster Community and Connection: Address the audience directly (e.g., "your home," "your style"). Encourage interaction, invite them to workshops, and share their own restoration projects. Make them feel part of the GRETRO community.
• •Maintain a Consistent Visual and Verbal Aesthetic: Ensure the copy complements the visual style seen on Instagram and the website – which is often clean, highlighting the beauty and character of the items. The language should be clear, positive, and authentic, mirroring the brand's commitment to quality and genuine care.

Social Perception

A go-to resource for unique, retro, and vintage furniture in the Malmö area. An advocate for sustainable living and conscious consumption. A knowledgeable and passionate expert in furniture restoration and retro design. A brand that offers quality items with character and history. A community-focused business that empowers individuals to be creative and sustainable.

Copy Examples

• •Headline: Give Your Home a Story. Discover Unique Retro Treasures at GRETRO. Body: Tired of the same-old? At GRETRO, we believe furniture should have as much personality as you do. We lovingly source and restore vintage gems, each with a tale to tell. Find pieces that speak to your soul and create a home that's truly your own – all while making a conscious choice for our planet. Visit us in Malmö or explore online! #GretroDesign #VintageHome #SustainableStyle #RetroFurniture #MalmoShopping
• •Headline: Don't Toss It, Transform It! Join a GRETRO Upcycling Workshop. Body: Got a piece of furniture that's seen better days? Before you say goodbye, say hello to its hidden potential! Our hands-on workshops teach you the skills to renovate, repaint, and reimagine your beloved items. Learn from the pros, embrace sustainability, and unleash your inner designer. Sign up today and let’s make something beautiful together! #GretroWorkshops #DIYDecor #AnnieSloanChalkPaint #Upcycling #SustainableLiving #FurnitureRenovation
• •Headline: Retro is More Than a Style – It's a Sustainable Choice. Body: Choosing vintage with GRETRO means you’re not just getting a unique piece with timeless charm; you’re actively reducing waste and supporting a circular economy. Every restored chair, every repainted table, is a step towards a greener future. Furnish your world with intention and style. #SustainableDesign #CircularEconomy #GRETROValues #EcoFriendlyHome #RetroLove
• •Headline: The GRETRO Story: From Grandma Greta's Passion to Your Perfect Piece. Body: Our love for retro runs deep, inspired by a family legacy of seeing beauty in the old and forgotten. GRETRO was born from a passion for craftsmanship, sustainability, and the unique stories embedded in vintage furniture. Let us help you find a piece that resonates with your story. #GRETROStory #Heritage #VintageInspiration #RetroDesign #FamilyBusiness
• •Headline: New Arrivals! Freshly Restored Retro & Vintage Finds. Body: This week at GRETRO, we've unveiled a stunning collection of newly restored vintage furniture and unique retro decor. From statement sideboards to charming accent pieces, each item has been carefully selected and brought back to life with love and sustainable practices. Come find your next treasure before it's gone! #GRETRO #NewStock #VintageFinds #RetroDecor #MalmoInteriors #ShopSustainable