Brand Tone

Elegant and Aspirational, Inspirational and Guiding, Warm and Personable

Brand Values

• •Design and Aesthetics
• •Quality and Durability
• •Customer-Centricity
• •Soul and Warmth

Best Practices

• •Lead with Emotion, Support with Function: Start with the emotional benefit (e.g., "the soul of your home," "a warm embrace for your feet") and follow up with the functional aspects (e.g., "made of 100% wool," "washable and durable").
• •Use Transformative Language: Employ powerful verbs and adjectives that suggest change and elevation. Words like "transform," "elevate," "define," "harmonize," and "inspire" align perfectly with the brand's mission.
• •Speak Like a Designer: Use sophisticated but accessible design language. Refer to concepts like texture, light, harmony, and balance to position the brand as an expert.
• •Emphasize Timelessness and Longevity: Frame the rugs as long-term investments rather than temporary decor. Mention their durability and classic designs that will outlast trends. This is further supported by the "MILÚ Circular" program.
• •Cultivate Community: In social media and email communications, consistently feature "Happy Clients." Use inclusive language like "Join the MILÚ family" or "Let us help you create..." to foster a warm and inviting community around the brand.

Social Perception

Premium and High-Quality, Trustworthy and Reliable, Aspirational Home Brand

Copy Examples

• •Introducing the Fall/Winter 2025 Collection. Where every fiber is the foundation for a design you can feel and live in. Discover textures that invite you to slow down and find the soul of your space. #MiluRugs #DesignForLiving #TimelessHome
• •More Than a Rug. It's the Soul of Your Home. Explore our collections and discover how to transform your space with design, warmth, and personality.
• •Your home's story begins underfoot. A MILÚ rug doesn't just decorate a room —it completes it. Find the perfect piece that speaks your language. Personalized design consultations available. Learn more.
• •Woven with intention and designed for life, the 'Petra' rug is a testament to timeless style. Its pure wool construction offers unparalleled softness and durability, creating a warm, inviting anchor for your living room for years to come.
• •Ready for a transformation? New designs have arrived.