Brand Tone

Aspirational yet Accessible, Relaxed and Sophisticated, Warm and Inviting, Confident and Passionate, Community-Focused

Brand Values

• •Design Excellence & Uniqueness
• •Quality Craftsmanship
• •Australian Lifestyle
• •Customer-Centricity
• •Sustainability and Ethical Production
• •Value for Money
• •Innovation

Best Practices

• •Embrace "Relaxed Sophistication": Ensure copy is warm, approachable, and inviting, while still conveying quality, style, and thoughtful design. Avoid overly formal or overly casual language.
• •Highlight the "Australian Lifestyle": Weave in references to comfort, ease, natural beauty, and creating spaces for connection and relaxation. Use sensory language that evokes this feeling.
• •Focus on "Designed to Inspire, Crafted to Endure": Balance aspirational messaging about beautiful design with tangible benefits of quality, durability, and timelessness.
• •Be Customer-Centric and Empathetic: Speak directly to the customer's desires and needs for their home. Acknowledge that creating a home is a personal journey and position RJ Living as a supportive partner.
• •Maintain a Consistent Visual and Verbal Language: Ensure that the tone of the copy aligns with the imagery used across all platforms – which typically showcases light-filled, stylish, and comfortable interiors. This creates a cohesive and recognizable brand identity.

Social Perception

Positive for Design and Quality, Appreciation for Australian-Centric Design, Growing Brand Recognition, Mixed Feedback on Customer Service/Logistics, Seen as Youthful and Passionate

Copy Examples

• •Headline: Your Home, A Haven. Australian Living, Beautifully Crafted. Body: At RJ Living, we believe your home should be a sanctuary – a reflection of your unique style and a space to truly unwind. Discover designer furniture, thoughtfully created in Melbourne to bring enduring beauty and relaxed sophistication to your everyday.
• •Headline: Timeless Design, Modern Soul. Furnish Your Life with RJ Living. Body: Forget fleeting trends. Our pieces are designed to be loved for years to come. We blend quality craftsmanship with a contemporary Australian aesthetic, creating furniture that’s not just beautiful, but built for real life. Explore collections that speak to your story.
• •Headline: Inspired by Nature, Designed for You. The RJ Living Difference. Body: From the rich textures of solid oak to the calming hues of our curated fabrics, our designs draw inspiration from the Australian landscape. We’re passionate about creating unique pieces that transform your house into a warm, inviting home. Feel the difference quality and thoughtful design make.
• •Headline: More Than Furniture. It's a Feeling. Create it with RJ Living. Body: We design with an emotional connection in mind – pieces that not only look stunning but feel right. Let us help you craft a space that evokes joy, comfort, and a true sense of belonging. Discover the art of Australian living.
• •Headline: Sustainable Style, Consciously Crafted. Invest in Pieces that Last. Body: Beautiful design shouldn't cost the earth. At RJ Living, we're committed to responsible sourcing and ethical production, creating high-quality furniture that’s made to endure. Choose pieces you’ll cherish, designed for today and tomorrow.