Brand Tone

Sophisticated, educated, minimalist, confident, and purpose-driven, emphasizing design, craftsmanship, and sustainability.

Brand Values

• •Innovation
• •Sustainability
• •Quality & Craftsmanship
• •Aesthetic Purity
• •Functionality

Best Practices

• •Lead with Design and Function: Always start with the core strengths: innovative design, functional benefits (space-saving), or aesthetic appeal. Avoid generic marketing language.
• •Use a Refined Vocabulary: Employ words like "engineered," "crafted," "sculptural," "minimalist," and "sustainable" to maintain a sophisticated tone. Avoid slang, excessive exclamation points, or overly casual phrasing.
• •Emphasize "Dutch Design" and Local Production: Regularly mention the brand's origin. This is a key differentiator that communicates a legacy of quality, minimalism, and trustworthy craftsmanship.
• •Keep it Concise and Confident: Mirror the minimalist aesthetic in the copy. Be direct, clear, and let the product's quality and design speak for itself. Short, impactful sentences are more effective than long, rambling paragraphs.
• •Let Visuals and Copy Work Together: Ensure the copy complements the high-quality imagery. The text should enhance what the user sees, pointing out specific details like the wood grain, the clean lines, or the folding mechanism shown in a photo or video.

Social Perception

VAUW is perceived as a premium, niche designer of innovative and intelligent furniture, widely regarded as trustworthy and high-quality, and seen as artistic and aspirational.

Copy Examples

• •One Sheet, Endless Possibilities. Witness the transformation. Our award-winning PAXI chair is crafted from a single sheet of sustainable birch plywood, folding from a flat art piece to a functional seat in seconds. This is design that adapts to your life. #VAUW #FoldableFurniture #InnovationInDesign
• •Reclaim Your Space. Small apartment? Multi-use room? Don't compromise on style. VAUW foldable furniture offers the elegance of Dutch Design that stores completely flat. Effortless function, timeless form. Discover the collection on our website. #SpaceSaving #MinimalistLiving #DutchDesign
• •The Sculptural Surface That Vanishes. Meet FLAPPI, a wall-mounted table that embodies minimalist utility. Perfect as a standing desk, a dining surface, or an extra workspace, it folds away seamlessly, leaving only its clean, sculptural form. Engineered in the Netherlands from FSC-certified wood for a sustainable footprint. #WorkFromHome #SustainableDesign
• •Art You Can Sit On. VAUW furniture blurs the line between form and function. Add a touch of minimalist Dutch Design to your interior that is as beautiful as it is practical. #InteriorDesign #Minimalism #WoodFurniture #DesignInspiration
• •VAUW Foldable Furniture | Red Dot Award Winner 2023. Experience award-winning Dutch Design. Sustainable, space-saving furniture crafted locally. Shop the innovative collection. #QualityCraftsmanship #MadeInHolland