Brand Tone

Sophisticated & Innovative. Professional, elegant, and focused on technical excellence.

Brand Values

• •Quality & Durability
• •Innovation & Design
• •Space Optimization
• •Heritage & Expertise

Best Practices

• •Lead with Innovation and Quality: Always highlight technical features (e.g., ISO standards, piston mechanisms, reinforced structures) as key differentiators to justify premium positioning.
• •Use Sophisticated, Evocative Language: Employ words like "elegance," "sophistication," "seamless," and "uncompromising" to maintain a high-end tone. Frame products as "solutions" and "experiences" rather than just furniture.
• •Emphasize the Core Benefit of Space: Connect every feature to the ultimate customer benefit of creating more functional, optimized, and beautiful living areas, using phrases like "reclaim your space" and "multifunctional living."
• •Leverage Heritage to Build Trust: Regularly incorporate the brand's long-standing history in cabinetmaking and its North American roots to reinforce credibility and expertise.
• •Segment B2B and B2C Messaging: Tailor copy to the specific audience. For B2B (developers, hotels), focus on partnership, customization, and turnkey service. For B2C (end customers), focus on lifestyle enhancement, aesthetics, and ease of use.

Social Perception

Perceived as a high-quality, sturdy, and well-designed manufacturer by customers. Within the industry, positioned as a reliable B2B partner for developers and hoteliers. However, third-party retail experiences can lead to mixed perceptions regarding shipping and assembly.

Copy Examples

• •Livingchy: Engineering Elegance for the Modern Space. Discover Murphy beds that blend innovative design with uncompromising quality.
• •Experience seamless functionality with the Lifestyle Collection. Our signature handle-less design with integrated LED lighting and a whisper-quiet piston mechanism redefines your space with a touch of sophistication. It’s not just a bed; it’s a commitment to smarter living.
• •Don’t compromise on space or style. Livingchy. The Art of Optimization.
• •For over 50 years, our family has been dedicated to the craft of fine furniture. As part of the Livingchy International Group, we bring generations of North American cabinetmaking expertise to every product, ensuring timeless quality and durable design.
• •Proudly showcasing our latest innovations at High Point Market. Livingchy is partnering with developers to deliver intelligent, space-saving solutions for high-end residential and hospitality projects. Let's build the future of functional design together.