Brand Tone

Sophisticated, knowledgeable, curated, and appreciative of design heritage and innovation. They communicate with a sense of passion for good design. The language used on their website and in their "Journal" is informative and showcases expertise without being overly academic or unapproachable. There's an element of storytelling, particularly when discussing the history of designs or the philosophy behind collections.

Brand Values

• •Belief in Good Design: The core belief is that "good design enriches life."
• •Quality and Longevity: They are committed to sourcing "well-conceived, well-made, enduring designs." This implies a value for craftsmanship, durability, and timelessness over fleeting trends.
• •Curation and Authenticity: They source a "highly curated selection" and emphasize "authentic design."
• •Celebrating Design History and Innovation: They showcase both 20th-century classics and contemporary designs, valuing both heritage and new talent.
• •Customer Experience: They aim to provide the "best possible experience to our clients."
• •Sustainability: While not always explicitly the primary message, their focus on enduring designs and quality materials, along with mentions of replaceable components for some products, hints at a value for sustainability. They also partner with brands that prioritize sustainability and fair trade.
• •Employee Ownership: Becoming an Employee-Owned Trust in 2022 suggests a value for their team and the long-term stability and integrity of the business.

Best Practices

• •Emphasize Quality and Craftsmanship: Consistently use language that reflects the superior materials, thoughtful design process, and lasting nature of the products. Words like "enduring," "crafted," "authentic," "heritage," and "innovative" can be staples.
• •Maintain a Sophisticated and Knowledgeable Voice: Avoid overly casual slang or overly technical jargon. Share insights, history, and design philosophy in an accessible yet intelligent manner. Assume an audience that appreciates design.
• •Tell the Story Behind the Designs: Highlight the designers, the inspiration, the historical context, or the unique production methods. This adds depth and value beyond the purely aesthetic.
• •Focus on Curation and Deliberate Selection: Reinforce that the collection is not random but carefully chosen. Use phrases like "highly curated," "thoughtfully selected," or "our edit of..."
• •Ensure Visual and Textual Harmony: The clean, design-led aesthetic of the products and website should be mirrored in the clarity, elegance, and considered nature of the copy. Proofread meticulously to maintain professionalism.

Social Perception

Twentytwentyone is perceived as a reputable, established retailer of high-quality, design-led furniture and lighting. Customers generally seem to appreciate the quality of the products and the customer service they receive. The brand is seen as a destination for those seeking both iconic design pieces and new, innovative designs. Their curated approach is likely valued by customers looking for distinctive and thoughtfully selected items. They are respected within the design community, as evidenced by collaborations and participation in industry events.

Copy Examples

• •Discover the Pelagus Collection: Where timeless Danish design meets enduring teak. Crafted for a life lived outdoors, built to last for generations. (Sophisticated, highlights heritage and longevity)
• •From mid-century icons to the defining pieces of tomorrow, our curated selection represents the enduring power of good design. Explore the story behind each piece. (Knowledgeable, curated, emphasizes storytelling)
• •At twentytwentyone, we believe that a well-designed space enriches daily life. Our latest journal entry delves into the art of creating a harmonious interior with pieces that speak to both history and the now. (Appreciative, informative, connects design to lifestyle)
• •Introducing the re-edition of a lost classic. We're proud to bring back this [Designer Name] masterpiece, a testament to innovative form and enduring function. (Passionate, highlights exclusivity/rarity, focuses on design merit)
• •Our commitment to exceptional design extends to the service we provide. Our knowledgeable team is here to guide you in selecting pieces that will not just furnish your space, but elevate it. (Customer-focused, emphasizes expertise and value)