Brand Tone

Passionate, Knowledgeable, and Refined

Brand Values

• •Curation & Expertise
• •Quality & Safety
• •Heritage
• •Personalized Service
• •Authenticity

Best Practices

• •Lead with the Story: For every vintage or retro product, start the description with its history, designer, or era. This is your unique selling proposition. Frame the product as an artifact, not just an object.
• •Use a Refined Vocabulary: Employ words like "curated," "restored," "timeless," "heritage," "authentic," and "craftsmanship" to maintain a sophisticated tone. Avoid generic retail slang like "hot deal" or "must-have."
• •Always Mention the Restoration Process: For any non-contemporary item, consistently include a phrase like "Restored and rewired with new, safe electrical components in our workshop." This builds trust and justifies the premium nature of the product.
• •Educate, Don't Just Sell: Use social media captions and blog posts to share knowledge about designers, design movements (like Art Deco or Mid-Century Modern), and materials. This reinforces your brand's authority and expertise.
• •Bridge the Gap Between Old and New: When writing broader copy (like for the homepage or ads), always balance the two sides of your business. Use phrases that connect the past and present, such as "From mid-century icons to contemporary classics" or "Curating timeless design for the modern home."

Social Perception

The public perception of Modighus.se is that of a specialist, expert dealer rather than a mass-market lighting store. It is viewed as a go-to source for unique, hard-to-find vintage and retro lighting, as well as high-end contemporary designs. The brand is perceived as trustworthy and knowledgeable, particularly by those interested in interior design and architecture. The physical store and its presence in a specific region of Southern Sweden add to its authentic, "hidden gem" appeal.

Copy Examples

• •More than a lamp, it's a piece of Danish history. The PH 5, designed by Poul Henningsen in 1958, was engineered to be completely glare-free. This original vintage piece, carefully restored and rewired in our workshop, carries the soul of its era. A story of light, ready for a new chapter in your home. #PoulHenningsen #VintageLighting #DanishDesign #ScandinavianHome #Modighus
• •The Icons of Tomorrow. The Classics of Yesterday. Explore our newly curated collection where contemporary design from Flos & Gubi meets the timeless elegance of restored 20th-century lighting. Find the piece that defines your space.
• •Your home is unique. Your lighting should be too. Tired of the same old lamps? At Modighus, we travel Sweden to find rare vintage and retro lighting, restoring each piece with care. Discover authentic design with a story. Shop our collection.
• •A Light from the Past, A Look for the Future Hi [Name], this week we're shining a spotlight on the masters of mid-century Swedish glass. Discover stunning pieces from Orrefors and Flygsfors, each one retrofitted for modern living. See how their timeless glow can transform a room...
• •Capture the warmth and elegance of the Folkhem era. This 1960s floor lamp, crafted from rich teak with brass accents, is a testament to timeless Swedish craftsmanship. Sourced from a private collection in Småland and meticulously restored by our experts, it features all-new, safe wiring. A perfect statement piece to add a layer of history and soft, ambient light to any reading corner.