Brand Tone

Nurturing, Chic, and Assured

Brand Values

• •Quality Craftsmanship
• •Thoughtful Design
• •Customer-Centric Service
• •Safety and Purity
• •Accessible Elegance

Best Practices

• •Lead with Quality: Always begin product descriptions by highlighting the quality of the materials (e.g., "designer fabrics," "100% cotton," "natural beansprout husk") to immediately establish the product's premium nature.
• •Segment Your Voice: Use a "Nurturing & Reassuring" tone for baby products and a "Chic & Sophisticated" tone for home decor. This ensures the messaging resonates with the correct audience for each product line.
• •Emphasize the "Handmade in Singapore" Aspect: This is a key differentiator that builds trust and appeals to customers who value local craftsmanship and quality control. Mention it frequently in product details and brand stories.
• •Tell a Story with Design: Instead of just listing features, describe the inspiration behind the patterns (e.g., "inspired by beachside bungalows," "a contemporary take on classic stripes") to create an emotional connection with the customer.
• •Incorporate Social Proof: Weave customer testimonials and high ratings into your copy when possible (e.g., "Our 5-star rated cushion, loved for its vibrant design and excellent quality...") to build credibility and encourage new purchases.

Social Perception

Krftd Singapore is viewed as a highly positive, reliable, and reputable source for high-quality, aesthetically pleasing home goods. It is trusted by parents for baby products due to safety and cultural significance, praised for exceptional quality and unique designs, and recognized as an excellent option for gifting due to elegant packaging and premium products.

Copy Examples

• •Give your newborn the comfort of tradition. Our Snuggy Beansprout Husk Pillows are handcrafted in Singapore, using 100% natural, safety-certified husks to provide a gentle, reassuring weight that helps your baby feel secure. Wrapped in soft, organic cotton with adorable prints. Because peace of mind is the greatest luxury.
• •Transform your living space with the vibrant charm of our Ki-Coo Gardens cushion. Featuring an Asian-inspired floral print on a cheerful yellow background, this piece brings a touch of eclectic elegance to any sofa or chair. Crafted with designer cotton and finished with a complementary pattern on the reverse for versatile styling. Artfully designed, locally handmade.
• •Home decor inspiration starts with the details. Mix and match textures and patterns to create a space that’s uniquely you. Our handmade decorative pillows, featuring US designer fabrics, are the perfect finishing touch. Pin your favorite look!
• •Ready to refresh your space? As a valued member of the Krftd family, we thought you’d love a first look at our new collection of home fragrances. Perfect for pairing with your favorite cushions to create a complete sensory experience. Discover the new scents today.
• •Elegance for your home is now within reach. For a limited time, enjoy 20% off all decorative cushions. Find the perfect, high-quality piece that speaks to your style. Don’t wait—these handcrafted favorites won’t last long.