Brand Tone

Artisanal & Crafted, Evocative & Poetic, Innovative & Unconventional, Authentic & Considered, Niche & Artistic, Rooted & Natural

Brand Values

• •Craftsmanship & Quality
• •Innovation & Originality
• •Authenticity & Integrity
• •Scottish Heritage
• •Artistic Expression
• •Ethical Responsibility
• •Community & Collaboration

Best Practices

• •Embrace Storytelling: Frame each fragrance and collection with its unique narrative. Use evocative language that transports the reader to the Scottish landscapes, memories, or concepts that inspired the scent.
• •Highlight Craftsmanship & In-House Production: Consistently mention the 'hand-made,' 'artisanal,' and 'Made in Scotland' aspects, emphasizing the meticulous care and control over quality from start to finish.
• •Use Rich, Sensory Language: Appeal to more than just smell. Describe textures, moods, and visuals associated with the fragrances to create a multi-sensory experience through words. Think 'misty,' 'thorny,' 'luminous,' 'damp earth.'
• •Convey Authenticity and Innovation: Be confident in the brand's unique approach. Don't shy away from terms that suggest originality, artistry, and even a touch of the unconventional or 'daring.'
• •Maintain a Poetic yet Accessible Voice: While the concepts can be artistic and profound, ensure the language remains engaging and understandable. The tone should feel sophisticated and thoughtful, inviting curiosity rather than alienating with overly esoteric jargon.

Social Perception

JORUM STUDIO is perceived as a highly artistic and innovative niche fragrance house, pioneering a new wave of Scottish perfumery. Customers and reviewers admire the brand for its commitment to quality, in-house production, and the unique, often unconventional, nature of its scents. They are seen as creators of evocative olfactory experiences that tell stories and connect wearers to the Scottish landscape and a sense of artistic integrity. The brand's ethical approach and support for craftspeople also contribute positively to its perception. While some fragrances are described as 'challenging,' this is generally viewed as part of their artistic appeal by fragrance enthusiasts who seek scents beyond the mainstream.

Copy Examples

• •Headline: Beyond Perfume. Experience Scotland, Bottled. Body: JORUM STUDIO crafts olfactory narratives born from the wild heart of Scotland. Each scent, meticulously handmade in our Edinburgh studio, is an invitation to explore the unconventional. Discover your new signature.
• •Headline: Dare to Discover: Fragrance Reimagined. Body: We don’t follow trends; we distill stories. JORUM STUDIO offers a collection of unique, artisanal perfumes that push creative boundaries. Crafted with passion, integrity, and the finest materials. What will your scent say?
• •Headline: The Soul of Scotland, Woven into Scent. Body: From misty peat bogs to vibrant city life, JORUM STUDIO captures the essence of Scotland. Our innovative, handcrafted fragrances are a modern tribute to a timeless land. Evocative. Authentic. Unforgettable.
• •Headline: Artisanally Made. Ethically Minded. Uniquely Jorum. Body: At JORUM STUDIO, every fragrance is a testament to conscious craftsmanship. We blend tradition with daring innovation, all within our Edinburgh perfumery. Experience the art of Scottish scent.
• •Headline: Not Just a Scent. It’s a JORUM STUDIO Story. Body: Each JORUM STUDIO creation begins with an inspiration, a memory, a landscape. Handcrafted in Scotland, our perfumes are for those who seek depth, artistry, and a connection to something truly original. Explore our collections.