Brand Tone

Sophisticated & Refined, Minimalist & Understated, Artisanal & Considered, Poetic & Evocative, Honest & Authentic

Brand Values

• •Longevity & Durability
• •Form & Function (Utilitarianism)
• •Craftsmanship & Materiality
• •Imperfect Beauty
• •Considered Design & Human-Centred Approach
• •Australian Identity & Inspiration
• •Sustainability through Longevity

Best Practices

• •Emphasize Enduring Qualities: Focus on timelessness, longevity, and the lasting value of the materials and craftsmanship rather than trends.
• •Use Refined & Evocative Language: Employ sophisticated but clear language. Hint at the sensory experience of the materials and the atmosphere the pieces create.
• •Highlight the "Why" Behind the Design: Briefly share the inspiration, the commitment to function, or the beauty found in imperfection. This adds depth and authenticity.
• •Maintain Visual Consistency: Ensure that the tone of the copy is always matched by high-quality, minimalist, and atmospheric imagery that showcases the product's form and texture.
• •Speak with Quiet Confidence: Avoid hyperbole or overly salesy language. The quality and design should largely speak for themselves, with the copy providing thoughtful context and insight.

Social Perception

High-Quality & Investment Pieces, Timeless & Sculptural, Authentic & Designer-Led, Respected in the Design Community, Aspirational

Copy Examples

• •Sculpted from solid bronze, the [Product Name] casts a warm, considered glow. Designed for endurance, crafted for life.
• •The [Product Name] Table: Where elemental form meets enduring function. Each line and surface speaks of the hand that shaped it and the landscape that inspired it.
• •At Studio Henry Wilson, we believe in the quiet power of objects made with integrity. Pieces that age with grace, telling a story of material, process, and enduring design.
• •Discover the tactile beauty of our cast aluminium collection. Embracing the subtle imperfections of the foundry, each piece possesses a unique character, destined to become a cherished part of your space.
• •More than an object. It's a considered approach to living. Studio Henry Wilson creates for longevity, finding beauty in utility and strength in imperfection.