Brand Tone

Sophisticated, inspiring, mindful, elegant, and approachable, aiming to educate about thoughtful design and sustainable living.

Brand Values

• •Sustainability
• •Danish Design & Craftsmanship
• •Affordable Luxury
• •Functionality & Flexibility
• •Making an Effort

Best Practices

• •Lead with Purpose: Always connect the product features back to the core values of sustainability, functionality, and Danish design. Explain why a product is flat-packed or multifunctional.
• •Use an Elegant and Evocative Tone: The language should be as clean and well-designed as the products themselves. Use words that evoke feelings of calm, sophistication, and mindfulness.
• •Be Specific About Sustainability: Avoid generic claims. Mention specific initiatives like FSC-certified wood, recycled materials, the RDS certification for feathers, and flat-pack shipping to build credibility and transparency.
• •Tell a Story: Frame products within a lifestyle narrative. Talk about creating moments, enhancing daily life, and making conscious choices rather than just selling furniture.
• •Maintain Visual and Verbal Harmony: Ensure that the copy on the website, social media, and ads complements the minimalist and nature-inspired aesthetic of the brand's visuals. The tone should feel as curated as the design itself.

Social Perception

Aesthetically pleasing and modern, a leader in sustainable design, high-quality, good value, and innovative.

Copy Examples

• •Headline: Where Sustainable Living Meets Scandinavian Style. Body: At UMAGE, we believe beautiful design should not cost the earth. Discover our collection of furniture and lighting, thoughtfully crafted from sustainable materials to bring timeless Danish elegance and a conscious mindset into your home. Call to Action: Shop the Collection.
• •Headline: Designed for Your Life. Evolving with You. Body: Your home should be as flexible as you are. Our multifunctional pieces adapt to your changing needs, transforming from a simple lamp to a statement floor light or a side table with integrated charging. It’s not just furniture; it’s a smarter way of living. Call to Action: Discover Flexible Designs.
• •Headline: The Art of Making an Effort. Body: 'Umage' is the Danish spirit of putting a little extra love into everything we do. From responsibly sourced feathers to our 100% recycled textiles, every detail is considered to bring you designs that are beautiful, functional, and kind to our planet. Call to Action: Learn Our Story.
• •Headline: Illuminate Your Moments. Body: Create an atmosphere, not just a lighted space. Our lighting collections are designed to cast a soft, warm glow, turning any room into a sanctuary of tranquility and style. Find the perfect light for the moments that matter. Call to Action: Explore Lighting.
• •Headline: Less Packaging, More Planet. Body: Our signature flat-pack designs mean more than just easy delivery. By optimizing space, we significantly reduce our carbon footprint. It’s one of the many efforts we make to ensure our designs are as sustainable as they are beautiful. Call to Action: Our Sustainable Promise.