Brand Tone

Sophisticated & Aspirational

Brand Values

• •Quality & Craftsmanship
• •Local & Sustainable Design
• •Modern & Curated Aesthetics
• •Customer-Centric Services

Best Practices

• •Develop a Brand Voice Chart: Create an internal document that explicitly defines the brand voice. Use columns like "We Are / We Are Not" (e.g., "We are Sophisticated / We are not Pretentious," "We are Minimalist / We are not Cold") to guide all copywriters.
• •Focus on "Why" Over "What": Instead of just listing product features (the "what"), lead with the story and the benefit (the "why"). For example, instead of "Glass chandelier, 1200mm," start with "A striking feature for your dining room, handmade from recycled glass."
• •Use Elevated Vocabulary: Employ a refined vocabulary that reflects the quality of the products. Use words like "curated," "sculptural," "hand-finished," "bespoke," and "enduring" to communicate value and craftsmanship.
• •Maintain Visual and Textual Consistency: Ensure the tone of the copy always matches the high-quality, minimalist aesthetic of the photography. A beautiful image paired with overly casual or sales-heavy text will create dissonance and weaken the brand.
• •Educate the Audience: Use copy to gently educate the customer about the designer, the materials, or the production process. This reinforces the values of craftsmanship and design integrity, justifying the premium price point and fostering a deeper appreciation for the product.

Social Perception

The public perception of The CribStore appears to be that of a niche, high-end retailer specializing in authentic, locally-made designer furniture. It is seen as a legitimate and professional operation. Its inclusion in various online business and design directories reinforces its credibility within its market. The lack of widespread customer complaints in the search results suggests a generally positive or neutral perception, likely stemming from a smaller, more discerning customer base that understands and accepts the price point and production times associated with designer goods. The brand is perceived as a source for unique, investment-worthy pieces rather than mass-market furniture.

Copy Examples

• •Sculptural form meets everyday function. The new Serengeti Armchair, designed and crafted in South Africa, is more than a seat—it's a statement. Discover design that endures. #TheCribStore #SouthAfricanDesign #ModernFurniture #InteriorInspiration #Craftsmanship
• •Curated for the Conscious Home. Explore our collection of locally crafted furniture and décor, where timeless design meets sustainable practice.
• •Illuminate Your Space | Introducing the Recycled Glass Lighting Collection
• •The heart of your home deserves a centrepiece of unparalleled quality. Hand-finished from solid African oak, the Ubuntu Dining Table is built for generations of gatherings. Its minimalist profile and robust construction reflect a commitment to both form and function, embodying the spirit of contemporary South African design.
• •Your Home is a Gallery. Find Your Art. At The CribStore, we believe furniture should be as unique as you are. We source and commission exclusive pieces from South Africa's leading designers to help you create a space that is both beautiful and truly your own. Shop the collection. Discover Designs