Brand Tone

Calm & Serene, Inspiring & Aspirational (yet attainable), Authentic & Genuine, Warm & Inviting, Mindful & Thoughtful

Brand Values

• •Mindfulness & Well-being
• •Simplicity & Functionality
• •Natural & Quality Materials
• •Authentic Scandinavian Living & Hygge
• •Creating Sanctuary
• •Craftsmanship & Timeless Design

Best Practices

• •Develop a Core Vocabulary List: Identify and consistently use words and phrases aligned with the brand (e.g., "serene," "mindful," "cocoon," "sanctuary," "slow living," "natural," "authentic," "Copenhagen"). Also, list words to avoid (e.g., "hurry," "chaotic," "loud," "synthetic" – unless contrasting).
• •Prioritize "Show, Don't Just Tell": Instead of just saying a product is "cozy," describe the sensory experience: "Sink into the plush embrace of our sheepskin rug, a cloud of warmth on cool evenings." Use evocative language that appeals to the senses and emotions associated with hygge.
• •Maintain a Gentle, Empathetic Voice: The copy should feel like a calm, understanding friend guiding the reader towards a more peaceful lifestyle, rather than aggressively selling. Use soft calls to action (e.g., "discover," "explore," "invite calm").
• •Weave in Storytelling: Share the inspiration behind designs, the benefits of natural materials, or small anecdotes about the Scandinavian way of life. This makes the brand more relatable and reinforces its authenticity and values.
• •Visual-Textual Harmony: Ensure the copy always complements the visual imagery. If the image is serene and minimalist, the text should echo that in its tone and length. Avoid overly dense or jarring text next to calming visuals. The message should feel cohesive across all elements.

Social Perception

Aesthetically Pleasing & Curated, Source of Inspiration, High Quality & Niche, Authentic Representation of Hygge, Calming & Trustworthy

Copy Examples

• •Instagram Post (Product Focus): "Embrace the quiet moments. Our new hand-thrown ceramic collection, crafted with natural clays, brings a touch of Copenhagen calm to your morning ritual. Discover the art of slow living, one sip at a time. ✨ #RåHygge #ScandinavianHome #MindfulMornings #NaturalMaterials"
• •Website Banner (Lifestyle Focus): "Create Your Sanctuary. Explore Rå Hygge’s curated essentials for a home that nurtures well-being and invites serene moments. Welcome to the art of Scandinavian serenity."
• •Email Newsletter Snippet (Benefit Focus): "Feeling overwhelmed? It's time to invite hygge into your life. Learn three simple ways to transform your living space into a haven of peace and comfort with our latest journal post. Plus, discover pieces designed to soothe the soul."
• •Facebook Ad (Engagement Focus): "What does 'hygge' mean to you? Is it a warm blanket, the scent of cinnamon, or quiet time with a good book? Share your cozy moments below! 👇 At Rå Hygge, we believe it's the simple joys that make a home. #HyggeLife #RåHyggeCopenhagen #SimpleJoys"
• •Product Description (Value Proposition): "The 'Lagom' Linen Throw: Woven from 100% pure European flax, this breathable linen throw embodies the Scandinavian principle of 'just enough.' Perfectly weighted for year-round comfort, its natural texture and earthy tones invite moments of quiet repose. A simple essential for a life lived with intention and serene comfort."