Brand Tone

Warm & Approachable, Authentic & Passionate, Design-Focused & Knowledgeable, Sophisticated yet Soulful, Community-Oriented

Brand Values

• •Quality Craftsmanship
• •Thoughtful & Unique Design
• •Authenticity & Personal Connection
• •Sustainability & Ethical Sourcing
• •Creating 'Soulful' Homes
• •Attainable Heirlooms

Best Practices

• •Embrace “Warm Modern with an Edge”: Ensure copy reflects this core aesthetic – sophisticated but not stuffy, modern but not cold, with a touch of unique character.
• •Tell the Story: Weave in the narratives behind the designs, the founders' passion, and the focus on craftsmanship and sustainability. People connect with authenticity.
• •Speak from the Heart (Authentically): Use genuine, approachable language. As a family-run business, a personal touch is a strength. Avoid overly corporate or impersonal jargon.
• •Highlight “Soulful” & “Heirloom”: Consistently use keywords that convey the lasting value, emotional connection, and thoughtful nature of SOBU products.
• •Maintain a Consistent Voice Across All Channels: Whether it's an Instagram caption, an email, or website copy, the core personality – warm, authentic, design-savvy, and slightly artistic – should always be recognizable.

Social Perception

Highly Positive, Trusted Local Business, Design Authority, More Than Just a Store, Worth the Investment

Copy Examples

• •Instagram Post (New Product): Meet the [Product Name] – where warm modern lines embrace sustainable soul. Designed in our Oakland studio and crafted to be loved for a lifetime. Bring soulful design home. #SOBUoakland #WarmModern #HeirloomQuality #OaklandDesigned
• •Website Banner (Homepage): Your home tells your story. Let us help you write a beautiful one. Discover soulful furniture and home décor at SOBU.
• •Email Newsletter (Founder's Note): From our family to yours – this season, we're inspired by [briefly describe an inspiration, e.g., natural textures, a recent artisan collaboration]. We believe your space should be a sanctuary, filled with pieces that spark joy and tell a story. Explore our latest thoughtfully curated collection. - Laleh & Alessandro
• •Product Description Snippet (for a dining table): Gather around more than just a table; gather around a future heirloom. Our [Table Name] is handcrafted from [Material, e.g., solid, reclaimed teak], offering honest craftsmanship and a design that’s both beautifully modern and warmly inviting. Ready for a lifetime of shared meals and memories.
• •About Us Page Snippet: At SOBU, we’re more than just furniture. We’re Laleh and Alessandro, a wife and husband team passionate about creating soulful objects for soulful homes. Forget fleeting trends; we believe in thoughtful design, quality materials, and pieces that feel personal. Welcome to our family.