Brand Tone

Warm and Personable, Knowledgeable and Passionate, Nostalgic and Story-driven, Calm and Mindful.

Brand Values

• •Authenticity and Quality
• •Sustainability and Longevity
• •Everyday Joy and Comfort
• •Craftsmanship and History
• •Curation and Trust

Best Practices

• •Lead with the Story: Always start with the human or historical element. Don't just list the designer and the year; talk about the era, the inspiration behind the design, or how the piece might have been used. This differentiates hobaru from a simple reseller.
• •Use Sensory and Emotive Language: Words like "warmth," "character," "timeless," "calm," and "joy" should be woven throughout the copy. Describe the feel of the glaze, the weight of the ceramic, and the way light hits the glass to create a tangible connection for the customer.
• •Maintain a Consistent "We": Write as if the brand is a person or a small, passionate team. Use "We found," "We believe," and "We recommend" to build a personal and trustworthy relationship with the audience.
• •Educate, Don't Just Sell: Frame content around education. Explain what makes a piece special, who the designer was, or how to identify authentic marks. This positions the brand as an expert and builds trust, making the sale a natural consequence of the value provided.
• •Bridge the Past to the Present: Always connect the vintage nature of the item to its use in a modern home. For example, "This 1960s casserole dish is perfect for today's oven-to-table family meals." This makes the products feel relevant and usable, not just decorative artifacts.

Social Perception

The brand is perceived as a specialized, high-quality retailer for a niche audience of Nordic design enthusiasts. Customers likely see hobaru as a trustworthy source for authentic vintage goods due to the detailed product information and transparent photography. The consistent, beautiful aesthetic on social media positions the brand as aspirational yet accessible, inspiring followers to elevate their daily routines. There is a potential for brand confusion with the similarly named local bagel shop, which could dilute its online search presence and identity if not managed carefully.

Copy Examples

• •Headline: The Beauty of Imperfection. Body: Just in: a set of vintage Arabia Ruska plates, each with its own unique, deep-brown glaze. Designed by Ulla Procopé, no two Ruska pieces are exactly alike. It’s this unique character, earned over decades of use, that we find so beautiful. Ready to bring a story to your table. Explore the collection via the link in our bio. Hashtags: #HobaruShop #NordicVintage #ArabiaFinland #UllaProcope #VintageTableware #SustainableLiving #ScandinavianDesign
• •This Vellamo bowl, designed by Tapio Wirkkala for iittala, is more than just glass; it's a piece of frozen Finnish nature. The intricate pattern mimics the movement of water and ice, a testament to Wirkkala's mastery. Perfect for serving a fresh salad or as a stunning centerpiece, this bowl brings the calm and beauty of a Nordic lake into your home. A timeless piece, waiting for its next chapter with you.
• •Subject: A Story in Every Piece ✨ New Vintage Finds From Finland & Sweden
• •Headline: Your home deserves a story. Body: At hobaru, we don't just sell vintage items. We find and share timeless pieces of Nordic design that have been loved for generations. From ARABIA dinnerware to iittala glass, each item is chosen for its beauty, quality, and history. Bring sustainable, meaningful design into your everyday life. Call to Action: Shop the Collection
• •Title: How to Care for Your Vintage Tableware (and Keep the Stories Alive)