Brand Tone

Aspirational & Evocative, Premium & Quality-Focused, Experience-Oriented & Social, Confident & Sophisticated

Brand Values

• •Quality & Durability
• •Design & Aesthetics
• •Experience & Togetherness
• •European Craftsmanship
• •Eco-consciousness

Best Practices

• •Develop a Brand Voice Guide: Document the core tone characteristics (e.g., aspirational, premium, evocative, confident, sophisticated), key vocabulary, and phrases to avoid. This ensures anyone writing copy understands the desired voice.
• •Focus on Benefits and Experiences, Not Just Features: Instead of only listing product specifications, describe how White Fire products enhance lifestyle, create ambiance, and facilitate memorable moments.
• •Use Evocative and Sensory Language: Employ words that appeal to the senses – the warmth of the fire, the visual appeal of the flames and design, the joy of shared experiences. Phrases like "dancing flames hypnotise and connect" or "cosy meeting place" are good examples from the current site.
• •Maintain an Element of Exclusivity and Quality: Consistently use language that reinforces the premium nature of the products, such as "European design," "quality materials," "expertly crafted."
• •Ensure Visual Consistency Complements Copy: The images and overall website/marketing material design should align with the premium, sophisticated, and warm tone of the copy. The current website does this well with its imagery.

Social Perception

The perception through retailers who stock White Fire products is that of a premium, high-quality brand focused on enhancing outdoor living spaces. The products are positioned as investments for creating atmosphere and shared experiences.

Copy Examples

• •White Fire: Where European Design Meets the Warmth of Togetherness. Elevate your outdoor living. Our premium, European-crafted fire pits and outdoor kitchens are more than just appliances; they are the heart of unforgettable moments, designed to bring beauty, warmth, and connection to your garden.
• •The Art of the Outdoor Experience. Crafted by White Fire. Imagine an evening transformed by dancing flames, the aroma of a perfectly grilled meal, and the company of cherished friends. White Fire makes this vision a reality with stunning, durable pieces that turn any gathering into a masterpiece.
• •More Than a Fire Pit. It's a White Fire Experience. Discover the difference quality materials and thoughtful design make. From low-smoke braseros to versatile outdoor kitchens, every White Fire product is an invitation to slow down, savor the moment, and create lasting memories.
• •Invest in Warmth. Invest in Connection. Invest in White Fire. Built to last and designed to inspire, White Fire brings sustainable elegance to your outdoor space. Experience the magic of a perfectly tended fire, and let it be the backdrop to your life's best stories.
• •White Fire: Igniting Evenings, Crafting Atmospheres. Transform your garden into an enchanting retreat. Our meticulously designed fire features offer not just warmth, but an ambiance of sophisticated comfort, making every moment outdoors special.