Brand Tone

Friendly and Approachable, Inspirational and Aspirational, Creative and Playful, Functional and Practical, Scandinavian & Minimalist

Brand Values

• •Personalization and Adaptability
• •Everyday Functionality
• •Sustainability
• •Design and Aesthetics
• •Customer-Centricity
• •Creativity

Best Practices

• •Embrace "Friendly Functionality": Always balance the practical benefits of the furniture (adaptability, storage solutions) with a warm, approachable, and slightly playful tone. Avoid overly technical jargon.
• •Speak to Individuality and Personalization: Consistently use language that empowers customers to be creative and express their unique style through the customizable nature of the products.
• •Highlight Swedish Roots with a Modern Twist: Subtly reference the Scandinavian design heritage (simplicity, quality, connection to everyday life) but keep the feel contemporary, colorful, and dynamic, rather than starkly minimalist.
• •Focus on "Thriving at Home": Frame the copy around how TÔNN furniture helps create a more enjoyable, comfortable, and functional living environment where people can thrive.
• •Incorporate Visual Storytelling in Text: Use descriptive language that evokes the visual appeal and the feeling of the spaces TÔNN furniture helps create – think "airy," "playful," "colorful," "organized," "inspiring."

Social Perception

TÔNN furniture is perceived as a modern, design-conscious Swedish brand specializing in clever, modular shelving. They are seen as offering solutions that are both stylish and highly practical for contemporary living. The emphasis on customization and adaptability resonates well with individuals looking to create personalized spaces. The brand has a positive association with creativity, quality Scandinavian design, and a friendly, accessible approach. Being a woman-founded business also adds a layer to its identity. The collaborations with artists and stylists further enhance its image as a brand that values aesthetics and innovative design. Customers who share their spaces seem to appreciate the products' flexibility and aesthetic contribution to their homes.

Copy Examples

• •Headline: Your Home, Your Rules. Portal by TÔNN: Infinitely adaptable shelving for a life that’s always evolving. Body: Life isn’t static, so why should your furniture be? Discover the joy of a shelving system that grows with you, changes with your tastes, and perfectly fits every nook and cranny of your unique space. Design your dream setup today.
• •Headline: Color Your World, Organize Your Life. Body: From serene pastels to vibrant pops, choose the hues that tell your story. TÔNN’s Portal shelf isn’t just smart storage; it’s a canvas for your personality. Functional, flexible, and fabulously you. Explore the collection.
• •Headline: Swedish Design, Everyday Genius. Body: At TÔNN, we believe beautiful design should work hard for you. Our Portal shelving system combines clean Scandinavian aesthetics with ultimate practicality, helping you create a home that’s both inspiring and effortlessly organized.
• •Headline: Reimagine Your Space. Then Reimagine It Again. Body: The beauty of Portal is its endless possibility. Build it tall, wide, divide it, or add to it as your needs shift. Sustainable design means furniture that adapts to you, not the other way around. Start planning your versatile solution.
• •Headline: More Than Just a Shelf: It’s a Statement. Body: Crafted for those who love to express themselves, the Portal system and our curated accessories bring artistic flair and clever function to any room. Let's create a home that feels like you.