Brand Tone

Elegant, Artistic, and Serene

Brand Values

• •Artisanal Craftsmanship
• •Narrative and Heritage
• •Wabi-Sabi - The Beauty of Imperfection
• •Curated Minimalism
• •Global and Historical Design Influence

Best Practices

• •Use Evocative and Sensory Language: Instead of just describing what a product is, describe what it feels like. Use words that evoke texture, emotion, and tranquility (e.g., quiet, serene, tactile, radiant).
• •Tell the Story: Embed the brand's narrative in all communications. Reference the perfectly imperfect philosophy, the artisanal process, or the heritage behind the name to build a deeper connection with the audience.
• •Focus on the Why, Not Just the What: The customer is buying more than a vase; they are buying a piece of art that creates a serene environment. Copy should focus on this higher-level benefitthe feeling and atmosphere the products cultivate.
• •Maintain a Sophisticated Vocabulary: The language should remain elegant and artistic. Avoid overly casual slang, excessive exclamation points, or hard-sell tactics. The tone should mirror the calm, minimalist aesthetic of the products.
• •Be Consistent Across All Touchpoints: From the product description and email to the packaging insert, the tone and values must be consistent. This reinforces the brands identity as a thoughtful, curated, and high-quality purveyor of functional art.

Social Perception

It is perceived as a high-end, niche brand catering to design-savvy consumers who appreciate artistry, unique objects, and minimalist aesthetics. Its inclusion in design publications and upscale retail collections positions it as a credible and respected name within the interior design community. The perception is one of exclusivity, quality, and artistic integrity rather than mass-market appeal.

Copy Examples

• •Shaped by hand, fired by community. Our new Terra Vase is a story of earth and artistryperfectly imperfect and designed to bring a quiet moment of beauty into your home. Discover the soul of the craft. #SimeonaLeona #HandcraftedHome #ArtisanalDecor #WabiSabi
• •The Leona Lamp is an ode to earthly materials and exquisite detail. Hand-sewn vintage Miao hemp is lined with delicate muslin, while brass and copper beads trace the lamps elegant form. The base, adorned with distressed gold and silver leaf, provides a foundation of timeless beauty. More than a light source, it is a sculptural presence designed to illuminate your space with warmth and artistry.
• •New Arrivals: Art for the Everyday | The Winter Collection is Here.
• •Beyond Decor. Objects with a Narrative. Explore our curated collection of handcrafted designs.
• •SIMEONA LEONA was born from a love storya story of our grandmothers, of heritage, and of the beauty found in imperfect things. Founded in Los Angeles by an artist and a designer, we create pieces that do more than fill a space; they tell a story. Each object is a conversation between tradition and modernity, crafted to last for generations.