Brand Tone

friendly, personal, and curated

Brand Values

• •Curation and Quality
• •Support for Designers
• •European (Specifically German/Central European) Heritage/Focus
• •Simplicity and Functionality
• •Customer Experience

Best Practices

• •Embrace the "Hallo!": Start communications with a warm, friendly, and slightly informal greeting where appropriate, reflecting the brand's personal touch.
• •Tell the Story: For each product, briefly highlight its design origin, the designer (if applicable), and what makes it special. This reinforces the curated and design-led value.
• •Use Clear and Appreciative Language: Describe products with genuine enthusiasm for their design and craftsmanship. Avoid overly technical jargon unless explaining a specific design benefit.
• •Maintain a European Connection: Subtly weave in the German/Central European focus when relevant, celebrating the heritage and unique perspectives these designers bring.
• •Be Personable and Approachable: Whether it's in an email, social media reply, or website copy, maintain a helpful and personal tone, as if speaking directly to a friend interested in good design.

Social Perception

unique, stylish, and design-oriented products

Copy Examples

• •Hallo! Step into our world of carefully chosen design. At Thorsten van Elten, we bring you unique and beautiful objects from talented European designers, perfect for making your space feel truly special.
• •Illuminate your home with more than just light. Introducing the [Lamp Name] by [Designer Name] – a stunning piece where [Country] craftsmanship meets modern sensibility. Discover its story.
• •Our collection is a celebration of good design and the creative minds behind it. From timeless classics to contemporary finds, each item is handpicked for its quality, character, and ability to bring a little joy into everyday life.
• •Meet [Designer Name], one of the brilliant talents we're proud to feature! Based in [City/Region], their work embodies [mention a key characteristic like 'minimalist elegance' or 'playful innovation']. Explore their latest creations on our site. #EuropeanDesign #EmergingDesigner #[ProductName]
• •A little something from us to you. For a limited time, enjoy [Discount Percentage]% off selected design treasures. It's the perfect opportunity to discover that piece you've been dreaming of. Happy shopping!