Brand Tone

Sophisticated, curated, and serene. Personalized & Service-Oriented, Nature-Forward & Holistic, Contemporary & Inclusive, Confident & Understated.

Brand Values

• •Design Excellence & Aesthetics
• •Quality & Craftsmanship
• •Customer-Centricity & Personalization
• •Sustainability & Community
• •Inclusivity
• •Low Maintenance & Beauty

Best Practices

• •Emphasize "Curated" and "Considered": Use language that reflects a deliberate and thoughtful selection process. Words like "curated," "considered," "hand-selected," and "thoughtfully designed" reinforce the brand's expert eye and attention to detail.
• •Maintain a Sophisticated and Calm Voice: Avoid overly casual slang, excessive exclamation points, or high-pressure sales tactics. The tone should be confident, serene, and refined, appealing to a design-savvy audience.
• •Highlight Personalization and Service: Consistently weave in the message of bespoke service and the brand's commitment to helping clients achieve their specific design visions. Phrases like "your personal design partner," "tailored to your style," or "custom solutions" can be effective.
• •Focus on the Sensorial and Holistic Experience: Connect the products to the feeling and atmosphere they create. Use descriptive language that appeals to the senses and underscores the "holistic, sensorial and nature-forward approach."
• •Showcase Expertise Through Understated Confidence: Position LAYER as an authority in "living décor" by sharing insights, tips on plant care, or design ideas in a knowledgeable yet approachable way. The copy should educate and inspire, rather than just sell.

Social Perception

Positive for Service and Product. High-End & Designer-Focused. Associated with Quality and Sophistication. Trusted Partner for Design Projects.

Copy Examples

• •Bringing life to space, thoughtfully. Discover essentials for a nature-forward home, curated for enduring beauty and ease. #LayerNY #LivingDecor #InteriorDesignNYC
• •The Art of a Well-Lived Space. Explore our collection of handcrafted vessels and living décor, each piece selected for its unique story and timeless appeal. Your vision, our expertise.
• •At LAYER, we believe in the quiet power of considered design. Introducing our latest curated selections to elevate your interiors with natural elegance and personalized style. Let us help you craft your perfect environment.
• •Effortless beauty for the contemporary home. Our curated foliage offers a touch of nature's calm, designed for modern living and lasting appeal. Explore the LAYER collection.
• •Excited to collaborate with [Partner Name], bringing a shared passion for design and nature to [Event/Project]. At LAYER, we champion a holistic approach to creating inspiring spaces. #LayerNY #DesignCollaboration #NYCHome