Brand Tone

Aspirational, Elegant, Craft-Oriented, Authentic, Conscious, Responsible, Warm, Informative, Passionate

Brand Values

• •Craftsmanship & Quality
• •Design Excellence & Innovation
• •Sustainability & Environmental Responsibility
• •Customer-Centricity (Stated)
• •Heritage & Legacy
• •Hard Work, Responsibility, Loyalty

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the defined tone (Aspirational, Elegant, Craft-Oriented, Authentic, Conscious, Responsible, Warm, Informative, Passionate) with clear examples of 'do's and don'ts' for all written communication, including website copy, product descriptions, social media posts, email marketing, and customer service interactions.
• •Prioritize 'Craftsmanship' and 'Sustainability' in Storytelling: Consistently weave narratives around how products are made, the artisans involved (if possible), the unique qualities of the natural materials, and the specific eco-friendly practices. This reinforces authenticity and responsible values.
• •Maintain Visual and Textual Harmony: Ensure the elegance and warmth conveyed in product photography and store aesthetics are mirrored in the language used. Descriptions should be rich and evocative, appealing to the senses and highlighting both beauty and quality.
• •Train All Customer-Facing Teams: Ensure that customer service representatives, social media managers, and in-store staff are trained on the brand voice and values. This is crucial for addressing the mixed perceptions regarding service and ensuring a more consistently positive and on-brand interaction.
• •Be Transparent and Authentic in All Communications: Whether sharing a new collection, discussing sustainability efforts, or addressing customer feedback, maintain honesty. If addressing a concern, do so with empathy and in a tone that reflects the brand's commitment to quality and customer relationships, even if aspirational. Acknowledge the 'journey' in achieving all ideals.

Social Perception

As a Premium/Designer Indian Brand, Strong on Aesthetics and Design, Valued for Material Quality (Solid Wood Focus), Mixed on Customer Service and Consistency, Recognized for Sustainability Efforts by those aware

Copy Examples

• •Headline: Crafted for Your Story. Designed for a Lifetime. Body: At Orange Tree, we believe furniture is more than just function. It's a reflection of you, a keeper of memories, and a commitment to a more beautiful, sustainable home. Discover pieces handcrafted from responsibly sourced solid wood, designed with a contemporary spirit and built to last. Bring home Orange Tree, bring home artistry. (Tone: Aspirational, Craft-Oriented, Conscious)
• •Headline: Where Global Design Meets Indian Soul. Body: Inspired by the world, made for your home in India. Orange Tree brings you furniture and decor that blends international contemporary aesthetics with the warmth and richness of Indian craftsmanship. Elevate your living spaces with designs that are both timeless and thoughtfully created. (Tone: Elegant, Authentic)
• •Headline: Live Beautifully. Live Responsibly. Body: Your home should be a sanctuary – for you, and for the planet. Our commitment to sustainability means every Orange Tree piece is crafted with eco-friendly materials and practices, from solar-powered workshops to responsibly forested wood. Choose furniture that feels good, inside and out. (Tone: Conscious, Responsible, Aspirational)
• •Headline: The Art of Minimalism. The Soul of Craft. Body: Discover the quiet elegance of Orange Tree. Our designs embrace a minimalistic and contemporary aesthetic, allowing the natural beauty of materials like solid Sheesham, Mango, and Acacia wood to shine. Each piece, handcrafted in spirit, brings a unique touch of refined artistry to your home. (Tone: Elegant, Craft-Oriented)
• •Headline: Beyond Furniture. It's a Feeling. Body: From the first touch of polished wood to the way light transforms a room, Orange Tree pieces are designed to evoke emotion. We pour our passion for design, quality, and sustainability into every table, chair, and lamp, creating not just furniture, but a feeling of home you’ll cherish. (Tone: Aspirational, Authentic, Warm)