Brand Tone

Sophisticated, Artistic, Passionate, Purposeful, Minimalist

Brand Values

• •Design Excellence & Proportionality
• •Respect for People and Society
• •Collaboration & Fostering Creativity
• •Timelessness & Durability
• •Authenticity & Craftsmanship
• •Curiosity & Innovation

Best Practices

• •Embrace Sophisticated Simplicity: Use clear, concise language that is elegant but not overly academic or verbose. Let the design and visuals speak, and use words to enhance, not overwhelm.
• •Highlight Design Intent and Inspiration: Always connect products back to the design philosophy, the designer's vision, or the artistic inspiration. This reinforces the "artistic" and "design-centric" values.
• •Maintain a Passionate & Purposeful Voice: Infuse copy with the genuine enthusiasm the founders have for design and quality. Clearly articulate the "why" behind the products and the brand.
• •Use Color and Form Descriptively: Raawii's products are visually striking. Use evocative language to describe colors and shapes, aligning with their "joyful" and "sculptural" nature.
• •Be Consistent Across All Platforms: While the format may change (e.g., shorter captions on Instagram, more detailed posts on LinkedIn), the core tone—sophisticated, artistic, passionate, purposeful, and minimalist—should remain recognizable. Regularly review all communications to ensure alignment.

Social Perception

High-Quality & Artistic, Distinctive & Modern, Reputable & Coveted, Thoughtful & Conscious, Accessible Luxury

Copy Examples

• •Introducing the Strøm Vase in [New Color]. A study in proportion and pure form, handcrafted to bring a quiet, artful presence to your space. Design by Nicholai Wiig-Hansen. Discover the collection. #Raawii #DanishDesign #SculpturalHome #HandmadeCeramics #TimelessObjects
• •More than objects, we create conversations. Raawii brings together passion, design, and craftsmanship to shape pieces that are both impactful and timeless. Explore a world where every form has a purpose and every color tells a story. Visit raawii.dk. #RaawiiDesign #ArtForLiving #CopenhagenCool #ModernHomeware
• •At Raawii, we believe in design with attitude. Founded in Copenhagen by Bo Raahauge and Nicholai Wiig-Hansen, our journey is one of passion for versatile, significant, and sophisticated objects. We collaborate with visionary designers, ensuring every piece is well-proportioned and produced with deep respect for people and our shared world. Explore our vision.
• •Excited to announce our latest collaboration with [Designer Name]! This partnership embodies Raawii's commitment to fostering creativity and providing a platform for exceptional design talent. Together, we're bringing forth a new collection that speaks to our shared values of [mention 1-2 shared values, e.g., innovative form, sustainable practice]. Learn more about the collection: [Link]. #Raawii #DesignCollaboration #InnovationInDesign #RespectForCraft
• •The Thing Stool, designed by George Sowden: a playful yet sophisticated statement in recycled aluminum. Versatile by nature, it’s a seat, a table, a moment of colorful punctuation in any room—indoors or out. Function meets form with Raawii's signature respect for material and proportion. #Raawii #GeorgeSowden #VersatileDesign #RecycledAluminum #IndoorOutdoorLiving