Brand Tone

Sophisticated, Aspirational, and Passionate

Brand Values

• •Uncompromising Quality
• •Timeless Elegance
• •Celebration of Craftsmanship
• •Curated Selection
• •The Art of Living

Best Practices

• •Lead with "Why," Not Just "What": Instead of saying "This is a leather armchair," say "Experience the comfort sculpted by master artisans." Connect every product to the core values of craftsmanship, timelessness, and the Italian lifestyle.
• •Use an Evocative & Sensory Vocabulary: Employ words that appeal to touch, sight, and emotion. Use terms like sculpted, tailored, curated, timeless, heritage, masterful, sartorial, essence, and harmony to maintain a sophisticated and luxurious tone.
• •Tell the Story Behind the Product: Briefly mention the designer, the region, the materials, or the inspiration behind a piece. This reinforces the value of craftsmanship and curation, transforming a product into an artifact with a story.
• •Maintain a Formal and Refined Voice: Address the customer with respect. Avoid overly casual language, slang, emojis (or use them very sparingly and elegantly, e.g., a single sparkle ","), and excessive exclamation points. The tone should be confident and knowledgeable, like a gallery curator.
• •Ensure Consistency Across Languages: For bilingual content (Italian/English), ensure the translations are not just literal but also capture the same sophisticated and aspirational tone. Both versions should feel equally elegant and intentional.

Social Perception

A niche, high-end, exclusive furniture purveyor, perceived as luxurious and expensive, appealing to those with a specific appreciation for modern Italian design. Currently, it's seen as a formal, catalogue-like entity rather than an engaging, community-focused one.

Copy Examples

• •The Art of Rest, Mastered in Italy. More than a sofa, it's the centerpiece of your life's moments. Designed for comfort and crafted to last for generations, our [Sofa Name] embodies the soul of Italian craftsmanship. Feel the difference that sartorial detail and timeless design make. Discover the collection.
• •Don't Just Furnish Your Home. Curate It. Your space is a reflection of your story. At Richard Scott Design, we traverse Italy to bring you pieces that speak of heritage, quality, and timeless elegance. From the iconic to the contemporary, discover furniture that is destined to become a future heirloom.
• •The Enduring Beauty of Made in Italy. Where design is a language and quality is a tradition. Explore our curated selection of furniture and lighting, crafted by Italy's finest artisans.
• •A Timeless Addition to Your Home Dear [Customer Name], In a world of fleeting trends, true elegance is timeless. We believe the best designs are not just seen, but felt. This week, we celebrate the [Product Name], a testament to the quiet luxury and masterful craftsmanship of Italian design...
• •The Table Where Stories Are Told. The [Table Name] is not merely a piece of furniture, but a gathering place. Its strong, clean lines are balanced by the natural warmth of [Material], creating a stage for intimate dinners and lasting memories. Each detail is a tribute to the Italian masters who perfected the art of living well.