Brand Tone

Professional, knowledgeable, and caring, characterized by expertise and heritage, a focus on functionality and care, confidence in quality, and a sophisticated Scandinavian aesthetic.

Brand Values

• •Durability and Longevity
• •Sustainability and Environmental Responsibility
• •Functionality and Ergonomics
• •Craftsmanship and Design Excellence
• •Heritage and Tradition

Best Practices

• •Lead with "Durability as Sustainability": Always connect the concept of sustainability back to the longevity and timelessness of the furniture. Instead of just saying "eco-friendly," explain *why* it is: "This chair is sustainable because it’s crafted to be passed down, not thrown out."
• •Emphasize Norwegian Heritage and Craftsmanship: Consistently use keywords like "Norwegian design," "since 1947," "craftsmanship," and "heritage." This reinforces the brand's authority and differentiates it from mass-market competitors. Tell the story of its origins in Stordal.
• •Use a "Caring Expert" Tone: Combine functional, technical language (e.g., "ergonomic support," "certified materials," "form-reliable design") with warm, emotional language (e.g., "homely comfort," "create well-being," "find your moment"). This positions the brand as both highly skilled and deeply empathetic.
• •Translate Function into Benefit: Don't just list features; explain how they improve the customer's life. For example, instead of "This chair has a high back," write "The high back provides superior neck and shoulder support, perfect for hours of comfortable reading."
• •Maintain Visual and Textual Consistency: Ensure the clean, minimalist, and warm aesthetic of the brand's photography is mirrored in the copy. Use clear, concise sentences. Avoid overly casual slang or trendy jargon. The language should feel as timeless and well-constructed as the furniture itself.

Social Perception

Highly respected, traditional, and specialized B2B furniture manufacturer expanding into the direct-to-consumer market, perceived as high-quality, durable, trusted, and reliable with significant industry recognition.

Copy Examples

• •The Best Seat, Reserved for a Lifetime. It’s more than a chair. It’s your morning coffee ritual, your evening chapter, and the quiet moments in between. The Crew armchair, born from 75 years of Norwegian craftsmanship, is designed not just for comfort, but for life. Discover timeless design that feels like home. #HellandHome #ScandinavianDesign #CraftedForLife #SustainableLiving
• •The Most Sustainable Furniture is the Furniture That Lasts. We build every table and chair on a simple belief: true sustainability is found in timeless design and uncompromising quality. Made with certified wood and a 75-year heritage of craftsmanship, a piece from Helland is an investment in a greener future. #Helland #NorwegianDesign #SustainableFurniture
• •From Our Family to Yours, Since 1947. A home is built over generations. Your furniture should be, too. Helland blends timeless Norwegian design with the durability to handle everything life throws at it. Create a space for memories that will last. Explore our collection of sofas, tables, and chairs. Free shipping and returns.
• •Your Personal Oasis of Comfort. The Bobo high-back chair is where ergonomic support meets homely comfort. Designed with insights from decades of creating healthcare furniture, its high back provides excellent support for your neck and shoulders, while the plush upholstery offers a warm embrace. Perfect for reading, relaxing, or simply finding your moment of calm. Engineered for stability, designed for tranquility.
• •Slowly Up and Forward. Never Back. Our founder, Johan Helland, had a simple motto. It spoke of a patient dedication to quality and a refusal to compromise. For over 75 years, from a small village on the fjords of Norway, we've held that motto close. We don’t chase trends; we build timeless, functional furniture designed to enrich your home and last for generations. This is Helland. This is Norwegian craftsmanship.