Brand Tone

Sophisticated, minimalist, and curatorial. Intentional, evocative, confident, and understated, focusing on the story, designer, and craftsmanship behind each piece.

Brand Values

• •Curation and Exclusivity
• •Appreciation for Art and Design
• •Craftsmanship
• •Supporting Designers
• •Minimalist Aesthetic

Best Practices

• •Lead with the "Why," Not the "What": Always start with the concept, the story, or the designer's intention before detailing the product's features. Frame each piece as a work of art.
• •Use an Evocative and Sensory Vocabulary: Employ words like "sculptural," "tactile," "dialogue," "form," "silhouette," and "essence." Focus on how the piece feels and interacts with its environment, not just how it looks.
• •Maintain Visual and Textual Minimalism: Keep copy concise, confident, and intentional. Avoid clutter, exclamation points, or overt sales jargon. Let the high-quality imagery do much of the talking.
• •Credit the Creator: Always name the designer or artist. This reinforces the values of craftsmanship and support for the artistic community, adding a layer of authenticity and provenance.
• •Speak the Language of Curation: Use terms like "curated," "selected," "collection," and "edited" to consistently reinforce the brand's role as a tastemaker and expert authority in the design space.

Social Perception

Niche, high-end brand targeting design connoisseurs, architects, interior designers, and affluent consumers with a strong appreciation for art and aesthetics. Perceived as an authoritative and trusted voice in the design world, offering distinctive, statement pieces that elevate spaces and provide cultural capital.

Copy Examples

• •Introducing the Lua Table Lamp. A singular form, meticulously crafted to transform light into a sculptural experience. Discover how designer [Designer's Name] shapes ambiance.
• •Where structure becomes comfort. The [Armchair Name] is a study in essential lines and authentic materials. A testament to quiet design that speaks volumes. #NovoDesign #CuratedLiving
• •A curated selection of pieces that converse with your space. Hand-selected for their story, form, and enduring character. Explore the collection.
• •At NOVO, we believe every piece has a narrative. This week, we go behind the scenes with [Artisan's Name] to explore the disciplined craft behind the [Product Name]. It’s more than furniture; it’s a legacy.
• •Your projects demand more than objects; they require statements. The NOVO collection offers unique, curated design pieces to define and elevate your vision. Partner with us.