Brand Tone

Modern & Minimalist, Authentic & Relatable, Design-Conscious & Quality-Focused, Accessible & Inclusive, Transparent & Honest

Brand Values

• •Accessibility of Great Design: Making well-designed furniture that isn't just for showrooms but for real life.
• •Functionality & Practicality: Creating products that are easy to assemble, durable, and serve real needs.
• •Sustainability & Responsibility: Using recycled materials, focusing on longevity over trends, and manufacturing closer to home to reduce environmental impact.
• •Quality & Durability: Crafting products built to last, using high-quality materials and trusted manufacturing partners.
• •Authenticity & Community: Showcasing real homes and telling the stories of their customers.
• •Challenging the Status Quo: Aiming to be different from traditional furniture brands by being more in touch with real-life needs and offering honest pricing.

Best Practices

• •Lead with Values: Ensure every piece of copy, whether a product description or a social media post, subtly reflects one or more core brand values like accessibility, sustainability, or functional design.
• •Speak to 'Everyone,' Authentically: Use inclusive language that welcomes a broad audience. Avoid jargon or overly technical terms unless clearly explained. Let the 'In My Room' ethos of realness permeate all communication.
• •Emphasize 'Effortless' and 'Considered': Highlight the ease of assembly, the timelessness of the design, and the thoughtful choices behind materials and manufacturing. This reinforces the blend of practicality and intentional design.
• •Be Transparent and Direct: Clearly communicate about materials (e.g., '82% post-consumer recycled aluminium'), design collaborations, and the brand's mission. Avoid hype and focus on honest, straightforward messaging.
• •Maintain Visual and Verbal Harmony: Ensure the copy's tone (modern, minimalist, authentic) aligns perfectly with the brand's visual identity across all platforms. The words should feel like a natural extension of the design aesthetic.

Social Perception

Positive Perception: Customers who have a good experience tend to praise the product's aesthetic, quality, and the brand's design-forward approach. Mixed Perception: Some customers have reported issues with delivery times and proactive communication, leading to frustration. Premium & Niche: The brand is likely perceived as a premium offering within its niche of minimalist, design-led bed frames. Trust in Design and Materials: There's an underlying trust in their design philosophy and choice of materials, particularly the emphasis on sustainability like using recycled aluminum.

Copy Examples

• •Headline: Your Bedroom. Reimagined. Body: Great design isn't meant for showrooms. It's for a life well-lived. Discover the ReFramed bed: minimalist aesthetics, effortless assembly, and sustainable materials. Designed for how you really live.
• •Social Media Post: Image: A beautifully styled yet clearly 'lived-in' bedroom featuring a ReFramed bed. Caption: Real homes, real style. Our 'In My Room' series is about you, and the spaces you create. The TR Bed, crafted from 82% recycled aluminum, designed to be the quiet statement in your sanctuary. Built to last, not just to trend. Show us your #ReFramedSpace.
• •Product Description Snippet (for MC-1 Bed): More than just a bed. The MC-1 by Michel Charlot is a testament to functional beauty. Simple, incredibly strong, and accessibly priced. Because exceptional design should speak to everyone.
• •Email Subject Line: Design That Adapts to You (Not the Other Way Around) Email Body Snippet: Tired of furniture that dictates your space? At ReFramed, we believe in design that fits *your* life. Our bed frames are built for effortless assembly, lasting durability, and a timeless aesthetic that grows with you. Plus, they’re made with sustainability at their core.
• •About Us Snippet (for website or brochure): We started ReFramed in 2021 because we couldn't find a bed frame that truly resonated—bold in design, yet effortlessly functional and kind to the planet. So we made it. We're flipping the script on exclusive design, making it accessible, inclusive, and always in stock. This is design for real life.