Brand Tone

Authentic, Warm and Welcoming, Practical and Functional, Trustworthy, Down-to-earth/Rustic

Brand Values

• •Sustainability
• •Quality and Durability
• •Tradition
• •Customer Satisfaction
• •Functionality/Versatility
• •Brazilian Identity/Origin

Best Practices

• •Embrace "Saudade" and "Aconchego": Use Portuguese words (even in English copy, if appropriate for the target, or translate their essence) that evoke warmth, coziness, nostalgia, and a welcoming atmosphere. Focus on the feeling the furniture brings.
• •Highlight Heritage and Craftsmanship: Consistently mention the origin (Minas Gerais, if applicable to the specific piece), the use of demolition or sustainable wood, and the tradition behind the furniture. This reinforces authenticity and quality.
• •Speak the Language of the "Roça" (Countryside) Authentically: Use simple, honest, and direct language. Avoid overly formal or corporate jargon. Let the natural beauty and practicality of the furniture shine through.
• •Focus on Shared Moments: Frame products around family, gatherings, and creating memories. This aligns with the warm, welcoming aspect of the brand and the functionality of items like the transforming bench/table.
• •Show, Don't Just Tell, Sustainability: Instead of just saying "sustainable," explain it – "crafted from reclaimed demolition wood, giving new life to historic materials" or "made with sustainably harvested [wood type]." This adds depth and credibility to the value.

Social Perception

Positive: Valued for Versatility, Appreciation for Sustainability, Seen as a Provider of "Farm-style" or "Country-style" Charm, Concerns about Finish and Quality Control (Occasional)

Copy Examples

• •Headline (for a social media post about the "banco que vira mesa"): "Gather 'Round. From cozy bench to spacious table in seconds. Our [Product Name] brings everyone together, blending rustic charm with clever design. Crafted from sustainable wood for lasting memories. #MóveisDaRoça #RusticLiving #FunctionalFurniture"
• •Product Description (for a reclaimed wood cabinet): "More than just storage, it's a piece of history. Our [Cabinet Name], handcrafted from rich, reclaimed Peroba Rosa wood, tells a story in every grain. Bring timeless character and sustainable style to your home. #DemolitionWood #HeirloomQuality #SustainableDecor"
• •Instagram Caption (for a styled living room photo): "Create your cozy corner. Imagine unwinding here, surrounded by the warmth of natural wood and the enduring charm of the countryside. Móveis da Roça: furniture that feels like home. #Aconchego #RusticHome #MinasGeraisCraftsmanship"
• •Website Banner Text: "Móveis da Roça: Authentic Rustic Furniture. Sustainably Sourced, Traditionally Crafted. Bring the heart of the Brazilian countryside into your home."
• •Email Subject Line (for a promotion): "🍂 Warm Up Your Home with Timeless Rustic Pieces | Móveis da Roça"