Brand Tone

Elegant & Sophisticated, Artisanal & Appreciative, Inspiring & Creative, Trustworthy & Experienced, Globally-Inspired & Contemporary

Brand Values

• •Quality Craftsmanship
• •Preservation of Tradition
• •Design Excellence
• •Customer Focus & Lifestyle Enhancement
• •Ethical Considerations/Artisan Support
• •Creating a Healthier Environment

Best Practices

• •Develop Comprehensive Brand Guidelines: Create a detailed document outlining the brand's voice, tone words (e.g., "elegant," "artisanal," "inspiring," "trustworthy"), and an "avoid" list (e.g., overly casual slang, aggressive sales tactics). This should include examples of on-brand and off-brand copy.
• •Prioritize "Handmade" and "Artisan" Narratives: Consistently weave in the story of craftsmanship, the skill of the weavers, and the tradition behind the products. This reinforces core values and differentiates the brand.
• •Emphasize Quality and Timeless Design: Use language that conveys durability, lasting style, and the investment nature of their rugs, appealing to customers seeking both beauty and value.
• •Maintain a Visually-Led and Aspirational Approach: Mirror the elegance of the products in the copy. Use descriptive and evocative language that helps customers visualize the rugs in their own sophisticated and comfortable living spaces.
• •Educate and Inspire, Don't Just Sell: While the goal is sales, the copy should also aim to educate customers about the value of handmade rugs, different design styles (e.g., Scandinavian, contemporary), and how to choose the right rug, positioning Mat Living as a knowledgeable and trusted expert in the field.

Social Perception

Positive (based on limited reviews), Seen as a Specialty Store, Associated with Quality and Design, Perceived as Experienced

Copy Examples

• •Headline: "Mat Living: Where Artisan Hands Weave Your Home’s Story." Body: "For over 80 years, we've dedicated ourselves to the timeless art of handmade rugs. Each piece in our collection is a testament to an artisan's skill, designed to bring uncompromising quality and enduring style to your living spaces. Discover a rug that doesn’t just decorate a room, but defines it."
• •Headline: "Elevate Your Everyday. Experience the Mat Living Difference." Body: "Transform your house into a home with a Mat Living masterpiece. Our curated collections, from contemporary chic to vintage charm, are handcrafted to inspire. Let our design experts help you customize the perfect rug that speaks to your unique style and vision."
• •Headline: "The Soul of Your Home, Woven with Passion." Body: "At Mat Living, we believe a rug is more than a floor covering—it's the heart of your home. We partner with skilled artisans globally, preserving ancient weaving traditions while embracing modern Scandinavian-inspired design. Feel the quality, see the artistry, live the comfort."
• •Instagram Post Caption: "Design that speaks volumes. Our latest collection blends bold contemporary patterns with the unmatched quality of handmade craftsmanship. Create a statement, invite warmth, and live beautifully. #MatLivingHome #HandmadeRugs #LuxuryDecor #InteriorInspiration #ArtisanCrafted"
• •Email Subject: "Discover the Art of Living, Beautifully." Body Snippet: "Step into a world of exquisite design and unparalleled craftsmanship with Mat Living. Explore our newest arrivals, each rug meticulously handcrafted by artisans dedicated to bringing beauty and comfort to your home. Find the piece that will transform your space and enrich your life."