Brand Tone

Elegant, Sophisticated, Understated, Timeless, and Minimalist. Design-focused, Appreciative, Calm and Considered, Inspirational.

Brand Values

• •Timeless Design: Creating products that transcend fleeting trends and retain their beauty and relevance for generations.
• •Functionality and Purpose: Ensuring every product serves a clear purpose effectively and enhances the user's daily life.
• •Simplicity and Scandinavian Minimalism: Adhering to the 'less is more' principle, focusing on clean lines, pure forms, and an uncluttered aesthetic.
• •Enduring Quality and Craftsmanship: A commitment to using high-quality materials and meticulous manufacturing to create durable products worthy of their design heritage.
• •Innovation Rooted in Heritage: Respecting and building upon its rich design history while embracing new ideas, materials, and collaborations with contemporary designers.

Best Practices

• •Embrace Understatement: Avoid hyperbole or overly enthusiastic language. Let the quality and design of the products speak for themselves. Focus on elegant, precise descriptions.
• •Highlight Heritage and Timelessness: Regularly reference the brand's Danish design roots, iconic pieces, and the enduring nature of its products. Use phrases like 'classic,' 'iconic,' 'since 1960,' 'generations.'
• •Focus on Form and Function: Consistently link the aesthetic appeal of the products with their practical benefits and how they enhance daily life.
• •Use a Refined Vocabulary: Employ words that evoke sophistication, quality, and thoughtful design (e.g., 'crafted,' 'curated,' 'considered,' 'minimalist,' 'sculptural,' 'harmony').
• •Maintain Visual-Textual Cohesion: Ensure that the copy always complements the clean, minimalist, and high-quality imagery that Stelton is known for. The words should feel as considered as the design itself.

Social Perception

A Prestigious Design Icon, Synonymous with Quality and Durability, Aspirational yet Attainable for Design Lovers, Timeless and Classic, Gift-Worthy, Enhancing Everyday Life.

Copy Examples

• •Elevate your morning ritual. Discover the new [Collection Name] – where timeless Danish design meets the pure joy of coffee. Crafted for moments that matter.
• •An icon for your table. For over 40 years, the EM77 vacuum jug has embodied functional simplicity. A testament to enduring design, still pouring perfectly.
• •The quiet beauty of considered design. Stelton pieces, created to bring harmony and function to your everyday spaces. #SteltonDesign #ScandinavianHome #TimelessLiving
• •Designed for Life. Cherished for Generations. Explore curated Stelton gifts that speak volumes in sustainable style.
• •A meeting of minds, a legacy continued. We celebrate our collaboration with [Designer's Name], bringing fresh perspectives to Stelton’s tradition of innovative design.