Brand Tone

Informative & Reassuring, Authentic & Trustworthy, Conscious & Responsible, Sophisticated yet Approachable, Passionate & Caring

Brand Values

• •Health & Well-being: Prioritizing furniture free from harmful chemicals to create a "Healthy Home."
• •Sustainability & Eco-consciousness: Offering products made from sustainable and natural materials, aiming to reduce waste and negative environmental impacts. This includes a stance against "fast furniture."
• •Quality & Craftsmanship: Specializing in heirloom-quality, handcrafted furniture designed to last for generations.
• •Ethical Sourcing & Production: Partnering with workshops that ensure fair compensation for artisans and responsible labor practices. At least three of five values must be met by partners: ethically sourced, handcrafted, made with organic materials, made sustainably, and made in the USA.
• •Made in the USA: A strong emphasis on American-made products, supporting local craftsmanship.
• •Customer Focus & Transparency: Building authentic relationships with customers, providing detailed information, and guiding them through the purchasing process.

Best Practices

• •Lead with Values: Always weave in the core values of health, sustainability, quality, and ethical production into your messaging. Whether it's a product description or a social media post, connect back to *why* these aspects matter.
• •Educate & Empower: Use copy to inform customers about the benefits of organic materials, non-toxic finishes, and sustainable practices. This positions the brand as a knowledgeable and trustworthy resource.
• •Emphasize "Made in USA" & Craftsmanship: Highlight the American-made aspect and the skill of the artisans. This appeals to a desire for quality and supports a narrative of local, ethical production.
• •Use Authentic, Warm Language: Avoid overly technical jargon or aggressive sales tactics. Maintain a tone that is reassuring, approachable, and genuinely passionate about creating healthy, beautiful homes.
• •Storytelling with Purpose: Share the stories behind the materials, the workshop partners, or the design philosophy. This creates an emotional connection and reinforces the brand's commitment to its values.

Social Perception

Premium & High-Quality, Trustworthy & Ethical Choice, Investment in Health & Longevity, Good Customer Service (Generally), Specialized Niche

Copy Examples

• •Headline: Breathe Easy, Live Beautifully. Your Healthy Home Starts Here. Body: Create a sanctuary free from harmful chemicals. Our furniture is handcrafted in the USA from natural, organic materials, ensuring a healthier environment for you and your loved ones. Discover pieces that are as kind to the planet as they are to your home.
• •Headline: Heirloom Quality, Modern Sensibility. Furniture Built to Journey with You. Body: Invest in more than just furniture; invest in generations of comfort and style. At Urban Natural Home, each piece is a testament to American craftsmanship, made with sustainable materials to last a lifetime and beyond. Say no to fast furniture, yes to timeless design.
• •Headline: The Purity of Nature, The Comfort of Home. Body: Experience the difference that truly natural materials make. From our GOTS-certified organic mattresses to solid wood dining tables, we bring the best of nature into your home. Sleep soundly, dine purely, live naturally.
• •Headline: Consciously Crafted. Ethically Sourced. Uniquely Yours. Body: We partner with American artisans who share our passion for quality and sustainability. Choose from our curated collections or customize pieces to perfectly reflect your style, knowing every item supports fair labor and a healthier planet.
• •Headline: Design a Home That Nurtures. Inside and Out. Body: Your living space should be a haven of well-being. Our design experts are here to help you select beautiful, non-toxic furniture that aligns with your values and enhances your daily life. Explore sustainable choices that don't compromise on style.