Brand Tone

Innovative, Avant-Garde, Passionate, Artistic, Sophisticated, Quality-Conscious, Playful/Subversive

Brand Values

• •Innovation and Modernity
• •Quality Craftsmanship
• •Artistic Expression & Organic Inspiration
• •Dynamic Lifestyle
• •Boldness

Best Practices

• •Speak to the "Dynamic Individual": Address the audience as intelligent, curious, and appreciative of quality and unique design, mirroring the brand's description of its target demographic.
• •Highlight Artistic Inspiration & Process: Briefly allude to the inspiration from nature and the precision of the parametric design and manufacturing process to reinforce authenticity and craftsmanship.
• •Maintain a Confident & Passionate Voice: The copy should sound enthusiastic and proud of the designs and quality, reflecting the "made with passion" value.
• •Emphasize the Egyptian origin of the brand to highlight its unique cultural perspective and craftsmanship.
• •Use evocative language and sensory details to create a sense of luxury and exclusivity.

Social Perception

Positive perception within design-focused media, recognized for unique approach and quality. Perceived as a brand for individuals who appreciate unique, high-quality, and fashion-forward design.

Copy Examples

• •"Vanguard In & Out furniture"
• •"made with passion"
• •"spellbinding rhythmic precision"
• •"Bold is Gold"
• •"like you, who enjoy fashion and trends, and demand the best quality in everything around them."