Brand Tone

Luxurious & Sophisticated, Expert & Curated, Service-Oriented (mostly), Aspirational

Brand Values

• •Quality & Craftsmanship
• •Exclusivity & Luxury
• •Design Excellence
• •Customer Satisfaction
• •Sustainability (emerging)

Best Practices

• •Embody Luxury in Language: Consistently use evocative and sophisticated vocabulary (e.g., "opulent," "bespoke," "curated," "artisanal," "timeless elegance") across all communications, from product descriptions to social media captions. Avoid overly casual or colloquial language.
• •Highlight Exclusivity and Craftsmanship: Regularly tell the stories behind the brands, the materials, and the craftsmanship. Emphasize what makes the products unique, rare, or meticulously made. This reinforces the value and justifies the premium positioning.
• •Maintain Visual and Verbal Cohesion: Ensure that the luxurious and sophisticated tone of the copy is perfectly matched by high-quality, aspirational imagery and a polished website/social media aesthetic. The words and visuals must work in harmony to create a cohesive brand experience.
• •Communicate Policies Clearly and Professionally: While maintaining a helpful and service-oriented approach, ensure all terms, conditions, and policies (especially regarding samples, bespoke orders, and returns) are communicated with clarity and professionalism upfront. When addressing issues, maintain a respectful and objective tone, even when firm.
• •Educate and Inspire: Position the brand as an authority in luxury interiors. Share design tips, trend insights, and inspiration that align with the sophisticated aesthetic. This adds value beyond the products themselves and reinforces the brand's expert status.

Social Perception

High-End Retailer, Trusted for Quality, Good Service (with caveats), Source of Unique Items

Copy Examples

• •Headline: Elevate Your Every Day. Body: Discover Studio198, where timeless design meets unparalleled craftsmanship. Explore our curated collection of luxury fabrics and wallcoverings, and transform your space into a statement of enduring elegance. Call to Action: Explore a World of Luxury.
• •Headline: The Art of Living, Beautifully. Body: At Studio198, we believe your home should be a masterpiece. From hand-finished wallpapers by Maya Romanoff to the sustainable luxury of Weitzner textiles, find the perfect elements to express your unique vision with sophistication and style. Call to Action: Discover Designer Collections.
• •Headline: Beyond Decoration. Beyond Expectation. Body: Experience the Studio198 difference. We source the world's finest interior textiles and wallcoverings, offering you exclusive access to iconic brands like Armani Casa and Kvadrat. Let our quality redefine your luxury. Call to Action: Shop Premium Interiors.
• •Headline: Curated for the Connoisseur. Body: Your pursuit of exceptional interiors ends here. Studio198 presents a distinguished selection of designer fabrics, bespoke cushions, and statement rugs, chosen for their artistic merit and superior quality. Create an ambiance that is truly your own. Call to Action: Browse Our Exclusives.
• •Headline: Sustainable Sophistication. Woven into Every Fibre. Body: Embrace luxury with a conscience at Studio198. Explore our growing range of eco-conscious choices, from innovative faux leathers to textiles crafted from recycled fibres, without compromising on the exquisite style and quality you expect. Call to Action: Shop Sustainable Luxury.