Brand Tone

Professional and Authoritative, Innovative and Design-Forward, Global and Inclusive, Sustainable and Responsible, Customer-Centric (Aspirational vs. Reality)

Brand Values

• •Customers: Listening to customers and applying insights to design inspiring spaces.
• •Members (Employees): Relying on the potential of empowered and engaged members.
• •Integrity: Believing in honesty, transparency, and accountability.
• •Continuous Learning: Seeking knowledge to transform the business and innovate.
• •Results/Create Value: Delivering innovative solutions and contributing to the growth of all stakeholders.
• •Our World/Sustainability: Thinking beyond business to communities and the environment, aiming to make the world better.
• •Design Leadership: A rich history of design and research, encouraging creativity and collaboration.

Best Practices

• •Emphasize Research and Expertise: Consistently reference the science, research, and ergonomic principles behind Haworth designs to reinforce authority and the value of the products.
• •Highlight Design and Innovation: Showcase the aesthetic appeal, innovative features, and collaborations with renowned designers to maintain a design-forward image.
• •Integrate Sustainability Messaging: Weave in Haworth's commitment to sustainability, circular design, and responsible manufacturing into product descriptions and brand storytelling.
• •Focus on Benefits, Not Just Features: Translate product features into tangible benefits for the user – improved comfort, enhanced productivity, better well-being, a more inspiring space.
• •Address Customer Service Perception Proactively (Especially for the Online Store): While the overall brand tone is professional and aspirational, the online store's copy should also convey reliability, clear communication regarding shipping and returns, and a commitment to resolving customer issues to help bridge the gap highlighted in some customer reviews. This might involve more transparent policy information and accessible support cues.

Social Perception

Haworth is largely perceived as a reputable, established, and innovative leader in the commercial furniture industry, known for high-quality, well-designed, and sustainable products. The perception of the haworth-retail-store.myshopify.com is more varied, with concerns raised about customer service, shipping, and handling of returns or warranty claims. Haworth is generally recognized for its significant efforts in sustainability and projects an image of caring for its employees and engaging with communities.

Copy Examples

• •Headline: Elevate Your Workspace. Inspire Your Best Work. Body: Discover Haworth's collection of research-driven, thoughtfully designed furniture. Crafted for comfort, engineered for performance, and committed to a sustainable future. Transform your home office into a hub of productivity and well-being. Call to Action: Shop Ergonomic Solutions
• •Headline: Design That Works. For You, For Our World. Body: At Haworth, innovation meets responsibility. Our award-winning designs not only enhance your environment but are created with circular economy principles in mind. Invest in quality that lasts and a planet that thrives. Call to Action: Explore Sustainable Collections
• •Headline: The Science of Comfort. The Art of Productivity. Body: Experience the difference of a workspace built around you. Haworth chairs and desks are ergonomically designed based on extensive research to support your posture, focus, and overall well-being, helping you achieve more, effortlessly. Call to Action: Find Your Perfect Fit
• •Headline: More Than Furniture. A Foundation for Great Ideas. Body: Your environment shapes your thinking. Haworth provides the adaptable, inspiring pieces you need to create a space where creativity flows and collaboration (even solo!) flourishes. Build your ideal work setting today. Call to Action: Discover Flexible Workstations
• •Headline: Rooted in Values. Designed for the Future. Body: For generations, Haworth has been committed to quality, integrity, and a better world. Our online store brings this legacy directly to you, offering enduring designs that support your work and reflect your values. Call to Action: Learn Our Story & Shop Now