Brand Tone

Innovative, minimalist, and conscientious, blending modern technology with a personal, handcrafted feel. Communication is passionate, creative, informative, transparent, evocative, nostalgic, modern, and elegant.

Brand Values

• •Sustainability
• •Innovation
• •Quality & Craftsmanship
• •Aesthetic & Functional Design
• •Local Production

Best Practices

• •Lead with Values: Always weave in your core values —sustainability, local production, and innovative design—into your messaging. Whether it's a product description or a social media post, ensure these principles are front and center.
• •Balance Technology and Emotion: While the 3D printing process is a key feature, connect it back to a human benefit. Talk about the technology (e.g., "printed layer by layer") but immediately follow up with the emotional result (e.g., "creating a piece that's uniquely yours").
• •Use an Evocative, Minimalist Vocabulary: Choose words that reflect your aesthetic. Use terms like clean, timeless, minimalist, innovative, thoughtful, elegant, and conscientious. Avoid overly complex or loud language to match the brand's visual identity.
• •Tell Your Story Consistently: Regularly reference the brand's origins —two creative minds in Zurich passionate about design. This personal touch builds authenticity and distinguishes you from larger, impersonal companies.
• •Emphasize "Swiss Made" Quality: Leverage your Zurich location as a mark of quality, precision, and craftsmanship. Use phrases like "Crafted in Zurich," "Swiss Design," or "Locally printed with care" to build confidence and justify a premium positioning.

Social Perception

Curated and professional, presenting as a high-end, niche design studio. Perceived as trustworthy and authentic by sharing the founders' story and transparent production details. The target audience is environmentally conscious consumers who appreciate modern design, unique decorative items, locally made products, technology, and storytelling.

Copy Examples

• •Light up your memories. Remember the feeling of endless summer days? Our Raketenlampe is more than a light; it's a piece of nostalgia, 3D-printed with care in our Zurich studio from sustainable materials. Bring a playful glow into your home. #mooistudio #SwissDesign #3DPrinting #SustainableDecor #NostalgicDesign
• •Modernism in its purest form. The PAUL lamp celebrates the beauty of simplicity. Its clean lines and minimalist aesthetic are a testament to timeless design. Locally printed in Zurich using plant-based polymers, PAUL is designed to fit seamlessly into your life. Form, function, and future, all in one.
• •mooi - studio: Where sustainability and design intersect. We started mooi - studio with a simple idea: to create beautiful, innovative objects that don't cost the earth. From our workshop in Zurich, we use recycled and renewable materials to 3D-print every lamp and vase. It’s our passion for design, technology, and a greener future, brought to life layer by layer.
• •New from the studio: Sustainable design, delivered. Discover our latest 3D-printed creations, designed and made in Zurich with you and the planet in mind.
• •Don't just decorate. Innovate. Your home is a canvas. The objects you choose tell a story. Discover lighting and decor from mooi - studio, sustainably 3D-printed in Switzerland. Unique, timeless pieces for the modern, conscious home. Shop the collection.