Brand Tone

sophisticated, minimalist, and authentic

Brand Values

• •Simplicity and Functionality
• •Quality Craftsmanship
• •Customization and Personalization
• •Timeless Design
• •Heritage and Artistry

Best Practices

• •Lead with Design and Simplicity: Always frame the copy around core design principles. Use words like "minimal," "functional," "clean," and "timeless." Avoid cluttered language and focus on the essential qualities of the product.
• •Emphasize Craftsmanship and Materials: Consistently mention the high-quality, natural materials (e.g., "euro birch," "solid wood," "high-grade steel") and the "hand-finished" or "made-to-order" nature of the products. This reinforces the brand's value and justifies a premium price point.
• •Tell the Founder's Story: Weave the narrative of Billy Hietanen and his Finnish woodworking heritage into the brand's story. This adds a layer of authenticity and human connection that separates Nude modular from mass-produced furniture brands.
• •Use a Sophisticated and Direct Voice: The tone should be confident and knowledgeable, but not arrogant. Write in clear, concise sentences. Speak to the customer as a discerning individual who appreciates quality and thoughtful design.
• •Focus on Versatility and Personalization: Highlight how the customer can interact with and customize the furniture. Use phrases like "Design your own," "Endless possibilities," and "Custom combinations" to empower the customer and emphasize the adaptable nature of the products.

Social Perception

high-end, design-focused brand that produces beautiful and well-made furniture. Customers who have purchased from the brand express high levels of satisfaction, often highlighting the quality and the positive interaction with the seller. The brand is seen as artistic and aligned with principles of good design

Copy Examples

• •Your Space, Reimagined. Nude is more than a shelving system—it’s a canvas for your life. Designed for ultimate adaptability, our modular system is crafted from high-quality steel and wood to grow and change with you. Build your perfect configuration today and discover the beauty of timeless, functional design.
• •Art You Can Use. Inspired by classic Finnish design, the Butterfly Stool is where form and function meet. Each piece is made to order in Melbourne, blending simplicity with playful color. Use it as a seat, a side table, or a statement. It’s your space—make it beautiful.
• •From Our Hands to Your Home. Nude modular began with a simple idea: to create furniture that is as honest as the materials it's made from. Founded by furniture maker Billy Hietanen, we bring generations of Finnish woodworking heritage to every piece we create. This is furniture with a story. Welcome to ours.
• •Color that connects. Our Butterfly Stool, shown here in a custom color combination, is designed to be the piece that ties your room together. Made by hand, designed for life. #NudeModular #HandmadeFurniture #CustomDesign #MelbourneMade
• •The End of Static Furniture. Why should your furniture be less dynamic than you are? Nude modular was created for a life in motion. Our adaptable shelving and versatile pieces are designed to be reconfigured, personalized, and loved for years to come. Explore the collection and build a space that truly reflects you.