Brand Tone

Elegant & Sophisticated, Considered & Thoughtful, Quiet & Restrained, Authentic & Genuine, Poetic & Evocative, Warm & Human (internally and in service)

Brand Values

• •Timeless Design & Longevity
• •Exceptional Craftsmanship & Quality
• •Simplicity & Pure Forms
• •Beautiful & Sustainable Materials
• •Attention to Detail
• •Emotional Connection & Poetic Design
• •Integrity & Authenticity
• •Creativity, Warmth, Consideration, Confidence, Rigour
• •Made in Britain (largely)

Best Practices

• •Embrace Understatement: Avoid hyperbole and overly promotional language. Let the quality and design speak for themselves. Focus on showing through evocative descriptions rather than telling with overt claims.
• •Prioritize Poetic & Evocative Language: Use words that appeal to the senses and emotions. Describe the feel of materials, the play of light, the quiet presence of a piece. Think: subtle, refined, considered, serene, timeless.
• •Maintain a Focus on Longevity & Craftsmanship: Consistently weave in the narratives of enduring design, the skill of the artisans, and the quality of the materials. These are core differentiators.
• •Ensure Visual & Textual Harmony: The sophisticated, minimalist aesthetic of PINCH's visuals should be mirrored in clean, elegant, and well-structured copy. Less is often more.
• •Develop a Brand Lexicon: Create a list of on-brand words and phrases (e.g., quiet elegance, poetic design, tireless refinement, enduring beauty, considered simplicity) and a list of words to avoid (e.g., cheap, trendy, loud, mass-produced). This helps all writers maintain consistency.

Social Perception

High-End & Luxurious, Artistic & Design-Led, Respected & Award-Winning, Covetable & Aspirational, British Excellence, Trustworthy & Reputable

Copy Examples

• •Headline: Enduring Forms. Crafted for Life. Body: At PINCH, we believe in furniture that transcends trends. Each piece is a quiet dialogue between timeless design and the soulful touch of a master craftsman, destined to be cherished for generations. Discover the poetry of pure materials.
• •Headline: The Luxury of Simplicity. Body: Experience the art of considered living. Our collections are born from a devotion to pure form and the inherent beauty of natural materials. Meticulously crafted, effortlessly elegant – for spaces that speak volumes in a whisper.
• •Headline: More Than Furniture. An Inheritance. Body: We design with tomorrow in mind. PINCH pieces are imbued with a dedication to detail and enduring quality, crafted not just to furnish a home, but to become part of its story. Invest in beauty that lasts.
• •Headline: The Essence of British Design. The Soul of Your Home. Body: From our London studio to your sanctuary, PINCH brings a legacy of authentic British craftsmanship. Each line, each texture, is a testament to our passion for creating pieces that are both quietly confident and deeply considered.
• •Headline: Where Craftsmanship Meets Connection. Body: We believe true luxury lies in the emotional resonance of a perfectly crafted piece. PINCH furniture and lighting are designed to be lived with, loved, and to bring a quiet, enduring elegance to the everyday.