Brand Tone

Aspirational & Sophisticated, Authoritative & Experienced, Inspiring & Design-Oriented, Accessible, Customer-centric (in intent)

Brand Values

• •Quality & Craftsmanship
• •Heritage & Tradition
• •Style & Design Leadership
• •Customer Experience & Service
• •Innovation
• •Value
• •Sustainability

Best Practices

• •Emphasize Heritage & Expertise: Consistently weave in the brand's 100+ year history to build trust and convey authority in craftsmanship and design.
• •Use Elegant & Evocative Language: Employ sophisticated vocabulary that speaks to quality, luxury, and timeless style. Words like "curated," "exquisite," "artisanal," "timeless," and "legacy" can reinforce this.
• •Focus on Inspiration & Lifestyle: Frame products not just as items, but as key elements in creating a beautiful and personalized lifestyle. Highlight how Safavieh helps customers express their individuality.
• •Maintain Visual & Verbal Cohesion: Ensure that the tone of the copy aligns with the high-quality imagery used across all platforms. The visuals should reinforce the sophisticated and stylish message of the text.
• •Address Quality & Service Aspirations (and manage perceptions): While highlighting the commitment to quality and customer service, be mindful of existing negative feedback. Ensure marketing claims can be consistently backed by the actual customer experience. If possible, subtly address efforts to ensure customer satisfaction.

Social Perception

Established & Reputable, Trusted for Style & Variety, Inconsistent Quality Control & Customer Service, Premium but Sometimes Overpriced for the Quality Received, Aspirational Brand, Widely Accessible through Various Retailers

Copy Examples

• •Headline: Define Your Space. Discover Your Safavieh. Body: For over a century, Safavieh has crafted more than just furniture; we've curated legacies. Explore timeless designs and enduring quality that transform your house into a home with a story.
• •Headline: Where Craftsmanship Meets Modern Living. Body: Experience the Safavieh difference. From luxurious, hand-knotted rugs to exquisitely designed furniture, each piece is a testament to our dedication to quality, style, and the art of fine living. Elevate your everyday.
• •Headline: Inspired by Tradition, Designed for Today. Body: Let your home reflect your unique style. Safavieh blends rich heritage with contemporary vision, offering diverse collections that empower you to create spaces that are both beautiful and deeply personal. Find your inspiration.
• •Headline: The Art of Home, Masterfully Composed. Body: At Safavieh, we believe your home should be a masterpiece. Our curated selections of furniture and decor offer the perfect harmony of form, function, and enduring beauty. Design a life you love.
• •Headline: Beyond Furniture. Beyond Expectation. Safavieh. Body: Step into a world of unparalleled design and quality. Safavieh Home invites you to explore collections that speak to your soul, crafted to enrich your life for generations to come.