Brand Tone

Minimalist, Artistic, Purpose-Driven, sophisticated, intentional, refined, and direct, emphasizing concise, descriptive language where design takes center stage.

Brand Values

• •Creating well-proportioned products, emphasizing sculptural qualities, shape, and volume.
• •Production with respect for people, environment, and society, using timeless methods and focusing on durability.
• •Providing space and optimal conditions for designers, acting as a platform for creativity and collaboration.

Best Practices

• •Lead with Design: Always start with the product's aesthetic and form. Use words that evoke its sculptural and artistic nature.
• •Credit the Creator: Consistently name the designer behind each collection. This reinforces the brand's value of celebrating designers and adds a layer of storytelling.
• •Use a Refined Vocabulary: Employ a sophisticated but straightforward vocabulary. Words like "proportion," "sculptural," "significant," and "refined" align well with the brand's tone.
• •Weave in Core Values: Subtly integrate the brand's values into the copy. Mentioning that products are "consciously crafted in Portugal" or "designed to last" connects the product to the brand's ethical stance.
• •Maintain Visual and Textual Minimalism: Ensure that the copy is as clean and uncluttered as the brand's visual identity. Use ample white space and short, impactful sentences. Let the product be the hero.

Social Perception

A premium, art-driven brand creating statement pieces for the home. Perceived as a leader in contemporary Danish design, known for bold colors and geometric forms, with a strong emphasis on quality, authenticity, and European craftsmanship.

Copy Examples

• •Sculptural form. Vibrant color. The Strøm Vase is more than an object; it's a statement. Inspired by cubist art, designed by Nicholai Wiig-Hansen.
• •Design with Attitude. Crafted with Respect. Discover objects made with strong proportions and a deep respect for people and society.
• •Your home is a gallery. Find your next centerpiece with Raawii. Handcrafted in Portugal, our collections are born from collaborations with the world's great creatives.
• •The Alev Bowl, designed by Alev Siesbye. A study in simplicity and proportion. Each bowl is handcrafted from earthenware, offering a unique, tangible connection to the hands that made it.
• •At Raawii, we believe in providing a platform for designers to thrive. Our latest collaboration with [Designer Name] is a testament to our commitment to fostering creativity and bringing significant design to the world.