Brand Tone

Aspirational yet Accessible, Warm and Welcoming, Confident and Quality-Focused, Modern and Stylish, Mindful and Sincere

Brand Values

• •Quality Craftsmanship
• •Affordable Luxury
• •Design Excellence
• •Customer Relationships
• •Sustainability
• •Simplicity and Utility
• •Collaboration and Respect

Best Practices

• •Embrace "Affordable Luxury": Consistently balance aspirational language about design and quality with the reassurance of accessibility and good value. Avoid overly elitist or overly discount-focused tones.
• •Lead with "You've Got a Home With Us": Weave this welcoming and inclusive tagline or its sentiment into various communications to reinforce a friendly, customer-centric approach.
• •Highlight Craftsmanship & Materials: Regularly mention "handcrafted," "artisanal," "solid wood," and "quality materials" to underscore the intrinsic value and durability of the products.
• •Speak to Modern Aesthetics: Use descriptive terms that evoke current design trends the brand embodies, such as "modern," "mid-century," "Scandinavian," "minimalist," "clean lines," and "timeless elegance."
• •Maintain a Warm, Sincere Voice: Write as if you're a knowledgeable friend offering trusted advice on home styling. Be enthusiastic about the products and the lifestyle they enable, focusing on how they enhance the customer's home and life.

Social Perception

Positive on Design and Aesthetics, Good Value for Money, Handcrafted Appeal, Concerns with Quality Control/Assembly, Trusted through Retail Partners

Copy Examples

• •Headline: Your Dream Home, Beautifully Attainable. Body: At MH London, we believe stunning design and quality craftsmanship shouldn't break the bank. Discover timeless furniture, handcrafted with care, to create a space you'll truly love. Because you've got a home with us.
• •Headline: Modern Living, Mindfully Made. Body: Explore our new [Collection Name] – where Scandi-inspired simplicity meets artisanal quality. Each piece is thoughtfully designed and sustainably sourced, bringing affordable luxury and serene style to your everyday.
• •Headline: From Our Artisans' Hands to Your Home. Body: Experience the MH London difference. We partner directly with generational artisans to bring you unique, handcrafted furniture that tells a story. Quality materials, timeless design, and a touch of modern elegance – all within reach.
• •Headline: The Art of Home. The Heart of Value. Body: Why choose between style and affordability? MH London offers furniture and decor that blends classic inspiration with modern twists. Create a home that’s uniquely you, without compromising on quality or design.
• •Headline: "You've Got a Home With Us." And It's Going to Be Beautiful. Body: Welcome to MH London. We’re passionate about creating pieces that combine beauty, functionality, and lasting quality. From statement desks to cozy beds, find everything you need to make your home a haven. Shop our latest arrivals and enjoy 10% off your first order with code WELCOMEHOME10.