Brand Tone

serene, sophisticated, mindful, and aspirational

Brand Values

• •Restoration of Sleep/Serenity
• •Timeless Design & Aesthetics
• •Comfort & Quality
• •Craftsmanship & Durability
• •Natural Materials
• •Mindful Living
• •Design-Driven

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document the brand's personality, key messaging themes (e.g., "restoring the art of sleep," "timeless design"), preferred vocabulary (e.g., "serenity," "timeless," "handcrafted," "enduring"), and a "do's and don'ts" list for language.
• •Prioritize Evocative and Sensory Language: Use words that appeal to feelings of calm, comfort, quality, and peace. Describe textures, the beauty of natural materials, and the atmosphere the furniture creates (e.g., "whispers calm," "rich Walnut," "serene ambiance").
• •Maintain Sophistication and Clarity: While the tone is aspirational, the language should remain clear, concise, and sophisticated. Avoid overly casual slang or overly complex jargon. Focus on elegant simplicity in wording.
• •Emphasize Values in Storytelling: Weave core brand values like timelessness, craftsmanship, and serenity into product descriptions, 'About Us' sections, and social media narratives. Explain *why* these values matter to the customer's experience.
• •Ensure Consistency Across All Channels: The tone established on the website should be meticulously carried through to social media captions, email marketing, customer service interactions, and any advertising materials. Regular audits can help maintain this consistency.

Social Perception

luxury, tranquility, and lasting value

Copy Examples

• •Headline: Selé: Where Serenity Meets Design. Rediscover the Art of Sleep. Body: In a world that never slows, your bedroom is a sanctuary. At Selé, we craft timeless furniture that invites tranquility and endures through generations. Experience the profound comfort of pieces designed to restore your nights.
• •Product (Bed): The 18° Bed: An Embrace of Calm. Body: Crafted from solid European Oak, the 18° Bed is more than a piece of furniture; it's the beginning of your journey to deeper rest. Minimalist design, exceptional comfort, built for a lifetime of peaceful nights.
• •Brand Story Snippet: Born in Amsterdam, Selé was envisioned from a simple idea: our sleep deserves more. We dedicate ourselves to creating bedroom pieces that blend ultimate comfort with enduring beauty, because a well-rested world is a better world.
• •Social Media Post: Imagine a space where every detail whispers calm. Our Crescent Nightstand, fashioned from rich North American Walnut, brings quiet elegance and thoughtful design to your bedside. Elevate your sanctuary. #StudioSele #RestoringSleep #TimelessDesign
• •Email Subject: Bring Lasting Serenity to Your Bedroom with Selé. Body: Dear [Customer Name], Discover the Selé collection – timeless bedroom furniture designed in Amsterdam and handcrafted to bring tranquility and enduring style to your most personal space. Explore our new arrivals and embrace the art of serene living.