Brand Tone

Sophisticated, Minimalist, and Conceptual

Brand Values

• •Artistic Uniqueness
• •Material Honesty
• •Conceptual Design
• •Craftsmanship
• •Minimalist Aesthetics

Best Practices

• •Embrace Poetic Brevity: Use short, impactful, and evocative phrases. Avoid long, descriptive sentences. The copy should complement the visual, not explain it.
• •Focus on Concept, Not Just Function: Highlight the idea or story behind each piece. Words like "study," "dialogue," "tension," and "form" are more aligned with the brand than "comfortable" or "practical."
• •Use a Minimalist Vocabulary: The choice of words should be as deliberate and refined as the designs themselves. Let nouns and impactful verbs do the heavy lifting.
• •Maintain an Aura of Exclusivity: Avoid commercial language, calls to action like "Shop Now," or mentions of discounts. The tone should always be that of an art gallery, not a retail store.
• •Tell the Story of "Raro": Consistently reinforce the brand's core concept—finding the extraordinary in the ordinary. The copy should always evoke a sense of wonder and curiosity about the objects' unique nature.

Social Perception

Raro Studio is perceived as a high-end, exclusive design brand. Its audience, composed primarily of architects, interior designers, and art collectors, values the brand for its artistic vision and unique aesthetic. The limited online presence and lack of mass-market communication reinforce this perception of exclusivity. The brand is seen as a creator of "functional art" rather than just furniture, and it is respected within the design community for its conceptual approach and quality craftsmanship.

Copy Examples

• •Form born from shadow and stone. Obsidiana.
• •Raro Studio. Where the common form is reimagined into a singular object.
• •Paralelo: A study in lines and silence. A surface that commands space through quiet presence.
• •We don't just design furniture; we sculpt tensions. Between the raw and the refined, the simple and the strange. Each Raro Studio piece is a dialogue between material and idea.
• •For spaces that demand more than just furniture. Raro Studio—Objects with a soul.