Brand Tone

Authentic, Passionate, and Refined

Brand Values

• •Sustainability
• •Craftsmanship & Quality
• •Design-Led Functionality
• •Customer-Centricity

Best Practices

• •Lead with the 'Why': Start with the purpose and values. Instead of saying 'Buy our new chair,' say 'We designed a chair that invites you to slow down.' Connect every product to the core values of sustainability, craftsmanship, or design-led function.
• •Use Refined, Sensory Language: Evoke the feeling of the furniture. Use words like 'tactile,' 'solid,' 'serene,' 'timeless,' and 'honest.' Describe the grain of the wood, the clean lines, and the quiet strength of the piece.
• •Tell the Story: Every piece has a story. Whether it's the founder's inspiration, the choice of a specific wood, or the functionality it adds to a home. Sharing these narratives reinforces the authenticity and passion behind the brand.
• •Emphasize 'Handmade in the UK': This is a key differentiator. It speaks to quality, supports local craftsmanship, and reduces the carbon footprint of shipping all points that resonate with the target audience.
• •Maintain a Direct & Personal Voice: Always write as if you are speaking directly to an interested and intelligent customer. Avoid corporate jargon. Be transparent, be open for questions, and always reinforce that there are passionate people behind the brand, ready to talk.

Social Perception

High-End & Aspirational, Trustworthy & Expert, and Niche & Focused.

Copy Examples

• •We believe a bed should be more than a piece of furniture; it should be a sanctuary. Introducing the Mona Bed. Designed with the simple elegance of Japanese principles and handcrafted from sustainably sourced oak right here in our Nottingham workshop. It’s not just designed for sleeping, but for peaceful Sunday mornings and quiet moments of reflection. Built for life, so you can rest easy.
• •The Wilfred Chair wasn’t born on a production line. It was brought to life by hand, shaped by decades of joinery expertise and a deep respect for natural materials. Its clean, Scandinavian-inspired lines offer a timeless aesthetic, while the solid, sustainably-sourced timber provides a foundation of strength. This is more than a seat; it's an invitation to pause, a piece of quiet craftsmanship for your home.
• •In a world of fast furniture, we choose to slow down. Each TORMAR piece is a celebration of thoughtful design and sustainable craft. For a limited time, we are offering a selection of our handmade furniture to new homes. Invest in a piece that’s not just for a season, but for generations. Discover timeless design that tells a story.
• •We're on a mission to build better furniture for a healthier planet. At TORMAR, every design starts with sustainably sourced wood and ends in a timeless piece made by hand in the UK. No middlemen, no long-distance shipping, just honest, beautiful furniture created with purpose. Choose a piece that aligns with your values.
• •From raw timber... ...to refined detail. Our passion is in the process. The Stanley System. Handmade for your home. #HandmadeFurniture #SustainableDesign #Craftsmanship