Brand Tone

Calming, Authentic, and Inspiring. The voice is grounded, knowledgeable, warm, and approachable, like a trusted friend passionate about design and planetary well-being. Communication is clear, honest, jargon-free, focusing on storytelling that connects products to the natural world and inspires conscious choices for a serene home.

Brand Values

• •Sustainability
• •Craftsmanship & Durability
• •Connection to Nature
• •Transparency

Best Practices

• •Develop a Brand Voice Guide: Create an internal document that explicitly defines the brand's tone, personality, and values. It should include approved keywords (e.g., "serene," "natural," "handcrafted," "sustainable") and terms to avoid (e.g., "trendy," "cheap," "perfect"). This ensures everyone creating content is aligned.
• •Prioritize Storytelling Over Hard Selling: Lead with the "why" behind each product. Share stories about the materials, the artisans, or the design inspiration. This builds an emotional connection and reinforces brand values, making a purchase feel more meaningful.
• •Be Transparent and Specific: Avoid vague claims. Instead of saying "eco-friendly," say "made from 100% recycled glass" or "FSC-certified oak." This transparency builds credibility and trust with an increasingly savvy consumer base.
• •Educate and Inspire: Use blogs, social media, and newsletters to share valuable content beyond products. Offer tips on sustainable living, biophilic design, or caring for natural materials. This positions the brand as an authority and a helpful resource.
• •Ensure Visual and Textual Harmony: The brand's visual identity of-photography, colors, and website design -should reflect the same calming, natural, and authentic tone as the copy. High-quality imagery of products in serene, nature-inspired settings will amplify the message.

Social Perception

Trusted, premium, and authentic leader in sustainable home goods. Customers view it as their go-to source for aesthetically pleasing products aligned with environmental and social responsibility, and as a community for mindful consumers creating intentional, healthy, and beautiful living spaces.

Copy Examples

• •Bring the Calm of Nature Home. Beautifully sustainable furniture and decor, crafted to last.
• •We believe a home should be a sanctuary. At Nature Today, our passion is crafting timeless pieces from natural, sustainable materials that honor the planet and bring tranquility to your space. Each item tells a story of thoughtful design and ethical craftsmanship, connecting your home to the beauty of the world outside.
• •The heart of your home deserves a story. Our Arden Dining Table is handcrafted from solid, reclaimed oak, with each knot and grain telling the tale of a past life. Finished with a natural, low-VOC oil to highlight its organic beauty, this table isn’t just a piece of furniture of-it’s a commitment to sustainable living and future family gatherings.
• •That feeling when your home breathes with you. Our new armchair, crafted from sustainably sourced ash and upholstered in pure, un-dyed linen, is designed for slow mornings and peaceful afternoons. Create your own corner of calm. #NatureToday #SustainableLiving #ConsciousHome
• •This Week: 5 Ways to Create a Healthier, More Natural Home