Brand Tone

aspirational, warm, and functional

Brand Values

• •Quality & Durability
• •Design & Aesthetics
• •Functionality & Innovation
• •Social Connection & "Gezelligheid"
• •Customer-Centricity

Best Practices

• •Lead with the Feeling, Support with the Function: Start copy with the emotional benefit—connection, dynamism, "gezelligheid"—and then support it with the practical features like ergonomic design, high-quality materials, or the click system.
• •Use "You" and "Your": Address the customer directly to make the copy feel personal and relatable. Frame products around "your life," "your home," and "your friends" to help them envision the furniture in their own space.
• •Embrace Warm, Confident Language: Use words that are both inviting and authoritative. Combine warm words like "coziness," "enjoy," "together," and "inspiration" with confident terms like "durable," "quality," "smart design," and "ergonomic."
• •Tell the Story of "Why": Consistently weave the "why" behind the brand into the narrative. The idea that "sitting is the new smoking" and the goal of creating a more dynamic, social way of living is a powerful differentiator.
• •Keep it Clear and Simple: Avoid technical jargon where possible. Explain the benefits of features in simple terms. For example, instead of just saying "ergonomic footrests," explain that they "make standing feel super comfortable for hours of enjoyment with friends and family."

Social Perception

The public and customer perception of NJOJ Living is overwhelmingly positive, consistently highlighting the brand as a high-quality provider with excellent, trustworthy, and professional service.

Copy Examples

• •From your first coffee of the day to late-night talks with friends. Our Arthur bar table isn't just a piece of furniture; it's the new heart of your home. Built with durable oak and designed for connection. Discover your perfect match. #NJOJLiving #DutchDesign #HeartOfYourHome
• •Life is too dynamic to just sit down. NJOJ Living brings flexibility and energy into your space. Our tables adapt to your day, from productive mornings to unforgettable nights. Experience the NJOJ difference. #StandUpForLiving #NJOJ
• •Designed in Holland. Crafted for Life. We combine timeless aesthetics with smart, functional design so you can enjoy every moment. Quality you can see and feel.
• •Create a space that inspires you. Our minimalist designs are the perfect canvas for your personal style. Find inspiration for your home, office, or cafe with NJOJ Living. #InteriorInspo #ScandinavianHome #IndustrialDecor
• •Tired of the same old sit-down routine? Elevate your gatherings with a table that invites a more open, social, and dynamic atmosphere. Whether for dining, working, or celebrating, our bar tables are designed to bring people together. Explore the collection and find your reason to stand.