Brand Tone

Sophisticated & Curated, Authoritative & Knowledgeable, Minimalist & Direct, Aspirational & Inspirational, Community-Focused (selectively)

Brand Values

• •Design Excellence & Curation
• •Material Honesty & Authenticity
• •Minimalism & Reduction
• •Cultural Relevance & Avant-Garde Thinking
• •Democratization of Design (Aspirational)
• •Quality & Longevity

Best Practices

• •Prioritize Clarity and Conciseness: Reflect the minimalist aesthetic in the language. Avoid overly ornate or verbose descriptions. Get straight to the essence of the design or concept.
• •Emphasize Materiality and Form: Consistently highlight the materials used, their texture, origin (if relevant), and how the form of the object contributes to its function or aesthetic statement. Use descriptive words that evoke tactile and visual qualities (e.g., "raw steel," "hand-poured concrete," "sculptural silhouette").
• •Maintain a Sophisticated and Educated Voice: Use precise design terminology correctly. Assume an audience that appreciates design and is looking for more than just a product, but a piece with a story or a strong design philosophy.
• •Align with Visuals: Ensure the copy perfectly complements the highly curated and often minimalist imagery. The words should enhance the visual, not distract from it or contradict it.
• •Incorporate Values Subtly: Weave in the brand's core values like "timelessness," "cultural relevance," "authenticity," and "curation" naturally within product descriptions, social media posts, and editorial content. Avoid overt or cliché statements; let the product and its description speak to these values.

Social Perception

Positive, Aspirational Brand, Visually Strong & Inspirational, Areas for Improvement

Copy Examples

• •Illuminate your space with intention. The [Product Name] Lamp, forged from a single sheet of raw steel, embodies structural honesty. Its minimalist form casts a focused light, celebrating the purity of material and the essence of industrial design. A timeless piece for the considered interior.
• •The power of raw form. Concrete narratives shaping space and light. At industrialkonzept, we believe in design that speaks—boldly, honestly. Discover pieces that resonate with this elemental strength. #industrialkonzept #brutalism #designauthority #materialtruth
• •NEW IN: The Vanguard Collection. Explore meticulously selected objects where avant-garde vision meets timeless materiality. For the discerning eye, for the future of design. Shop industrialkonzept.
• •Beyond the Object: Read our latest editorial on how material honesty is redefining luxury in contemporary design. Johannes Stumpf, founder of industrialkonzept, shares his insights into the philosophy that drives our curation. [Link to article]
• •(Video: Dynamic shots of a unique chair, focusing on material and form) Design that defies. Form that functions. Discover the [Chair Name] – a testament to innovation and raw beauty. Available at industrialkonzept. #industrialdesign #furnituredesign #designcuration #minimalhome #industrialkonzept