Brand Tone

Aspirational, Stylish, Personal, Consultative, Passionate, Knowledgeable, Authentic, Trustworthy, Friendly, Welcoming

Brand Values

• •Curated Quality & Design
• •Personalization & Individuality
• •Customer Guidance & Support
• •Authenticity & Sincerity
• •Long-Term Value
• •Creating a "Home Story"

Best Practices

• •Embrace Storytelling: Consistently use language that revolves around creating a "home story." Ask questions that prompt customers to think about their personal narrative and how their home reflects it.
• •Balance Aspiration with Accessibility: While showcasing high-end design, ensure the tone remains welcoming and consultative. Avoid jargon where possible, or explain design concepts in an approachable way. Make it clear that expert guidance is available for everyone.
• •Highlight Curation and Quality: Emphasize the careful selection process behind the products. Use words like "curated," "handpicked," "timeless," "quality," and "authentic design" to reinforce the brand's commitment to excellence.
• •Maintain a Personal and Warm Voice: Even in more formal communications, inject a sense of passion and personality. The "Feelgood Manager Emil" is a great example of this; weave in these human (or canine) touches where appropriate. Use "you" and "your" to directly address the customer.
• •Be Visually Consistent with Your Words: Ensure the copywriting style aligns with the sophisticated, clean, and inspiring visual identity seen on the website and Instagram. The language should evoke the same feelings as the images. If the visuals are about calm and beauty, the words shouldn't be jarring or overly aggressive.

Social Perception

High-End & Tasteful, Knowledgeable Resource, Local Hotspot for Design, Trustworthy & Customer-Focused

Copy Examples

• •Headline: Your Home. Your Story. Let's Design It Together. Body: At thehomestory, we believe every piece of furniture should tell a part of your unique narrative. Discover curated design that inspires, and let our experts help you craft a space that truly feels like you. Visit our Düsseldorf showroom or explore online.
• •Headline: Beyond the Trend: Timeless Pieces for Your Evolving Style. Body: Trends come and go, but true style endures. We handpick designs from iconic brands like Vitra and HAY, and exciting new talents, ensuring your home remains a testament to lasting quality and personal expression. Find your forever pieces at thehomestory.
• •Headline: Feeling Overwhelmed by Options? Your Design Journey Starts Here. Body: Creating the perfect home can feel daunting. That's where we come in. Our passionate team offers personalized consultations to guide you, from choosing the right &Tradition lamp to planning a complete room refresh. Let's make your vision a reality.
• •Headline: The Art of Living, Beautifully Curated. Body: Step into thehomestory and discover a world where design meets soul. From the iconic lines of GUBI to the innovative spirit of emerging designers, each item is chosen to bring beauty and function to your everyday life. What will your home say about you?
• •Headline: More Than Just Furniture. It's Your Home's Next Chapter. Body: We're not just selling chairs and tables; we're helping you build the backdrop to your life's most cherished moments. Explore our collection online or let Emil, our Feelgood Manager, welcome you in our Düsseldorf store for a dose of inspiration!