Brand Tone

Aspirational, Serene, and Authentic

Brand Values

• •Quality Craftsmanship
• •Minimalist Aesthetics
• •Curated Experience
• •Community and Collaboration
• •Sanctuary and Well-being

Best Practices

• •Lead with "Sanctuary": Always circle back to the core brand promise of helping customers create their personal sanctuary. Whether describing a product or a service, the end goal is a sense of peace and well-being.
• •Use a Serene Vocabulary: Maintain a consistent lexicon. Use words like tranquility, serene, calm, cozy, elevate, curate, handcrafted, authentic, and minimalist. Avoid overly aggressive, salesy language ("Hurry!", "Last Chance!").
• •Tell the "Shoppable Home" Story: Regularly remind the audience of the unique brand concept. It s the strongest differentiator and adds value to every product and post. Phrases like "Budapest s first shoppable home" should be used often.
• •Balance Elegance and Authenticity: While the overall tone is elegant and aspirational, platforms like TikTok show that authenticity is also key. Continue to share behind-the-scenes content that reveals the human element and the craft behind the brand.
• •Speak as a Curator, Not Just a Seller: Frame communications as if you are a trusted curator sharing your finds. This elevates the brand beyond simple retail. Use phrases like "We discovered," "We chose this because," and "A curated selection of..." to reinforce this expert, trusted voice.

Social Perception

The public perception of NÁLAM appears to be that of a high-end, niche, and innovative design brand. It is seen as a destination and an experience, not just a place to buy goods. The "shoppable home" concept is memorable and positions them as a forward-thinking player in the Budapest design scene. The brand is perceived as having a strong, clear aesthetic and a commitment to local craftsmanship. While its direct customer review footprint is still growing, its conceptual strength and professional online presence create a highly positive and aspirational perception.

Copy Examples

• •Crafted for quiet moments. Our new Komorebi soy candle blends notes of sandalwood and hinoki to bring the tranquility of a forest bath into your home. Hand-poured in Budapest, designed for your sanctuary. #nalam #soycandle #minimalisthome #budapestdesign #creatyoursanctuary
• •Welcome to NÁLAM. More than a store, it's a home. Every piece you see, from our handcrafted decor to curated design finds, is available for you to make your own. Experience design in its natural element. [Book a Private Viewing]
• •From our hands to your home. ✨ Each NÁLAM candle is hand-poured with natural soy wax and premium oils right here in our Budapest apartment. It's a little piece of our sanctuary, made for yours. #handmadewithlove #candlemaking #smallbusiness #budapest #homedecor
• •In a world that never stops moving, finding your own pocket of peace is the ultimate luxury. At NÁLAM, we believe that peace begins at home. That's why we don't just sell objects; we curate feelings—of calm, of warmth, of quiet elegance. Discover our latest collection of concrete decor and hand-poured candles, and take the first step toward creating your own sanctuary.
• •Tired of seeing decor online and wondering how it fits in a real space? At NÁLAM, Budapest's first shoppable home, you can see, touch, and experience our collection in a beautifully curated apartment. Shop our minimalist candles and decor, or book the space for your own creative project. Discover a new way to shop for home. Learn more at nalam.eu.