Tono de Marca

sophisticated, personal, serene, and evocative

Valores de Marca

• •Storytelling
• •Minimalism and Elegance
• •Wanderlust and Cultural Appreciation
• •Artistic Authenticity
• •Quality and Craftsmanship

Mejores Prácticas

• •Always Lead with Story: Never present a piece without its context. Whether it's the city of inspiration, a personal memory, or an architectural detail, the story is what elevates the product.
• •Use Evocative, Sensory Language: Employ words that appeal to the senses and emotions. Phrases like 'sun-drenched afternoons,' 'quiet poetry,' and 'serene collection' reinforce the brand's tranquil and evocative tone.
• •Maintain a Personal, First-Person Voice: Write as the artist. Use 'I,' 'my,' and 'we' (referring to the studio) to maintain the authentic, personal connection that defines the brand. Share insights from the creative process.
• •Emphasize Simplicity and Elegance in Wording: Just like the art, the copy should be clean, uncluttered, and sophisticated. Avoid overly trendy slang or complicated jargon. Let the message be clear and beautiful.
• •Connect Art to Lifestyle: Frame the products not just as items for sale, but as additions to a thoughtful lifestyle. Show how they can create a certain atmosphere in a home—one of calm, reflection, and worldly elegance.

Percepción Social

The audience perceives CAL studio as a purveyor of high-quality, aesthetically pleasing art that brings a sense of tranquility and sophisticated worldliness into the home. On Instagram, followers often comment on the beauty, peacefulness, and elegance of the artwork. The brand is seen as niche and personal, appealing to individuals with an appreciation for art, design, architecture, and travel. It's perceived not as a mass-market decor brand, but as a way to collect meaningful pieces directly from an artist.

Ejemplos de Copy

• •Capture the quiet poetry of Lisbon's streets. Our new print, 'Lisbon's Ascent,' traces the city's seven hills in clean, architectural lines and the warm glow of terracotta. Bring the memory of sun-drenched afternoons and the gentle rhythm of the trams into your space. Discover the collection.
• •From our Paris studio, to your home. Each piece is handled with personal care, ready to bring a story and a sense of place to your walls. Where in the world will our art live next? #CALstudio #ArtOfTravel
• •Art is not just for walls. Our new decorative trays, featuring the minimalist lines of the 'Aegean' series, transform everyday moments. Serve your morning coffee or display your favorite objects with a touch of serene, architectural beauty. Functional elegance, delivered.
• •For architect and artist Cécile Al-Hadeff, every line tells a story. CAL studio was born from a desire to translate the feeling of a place—the light, the textures, the architecture—into a tangible form. It’s more than art; it’s a journey you can hold.
• •An invitation to slow down. This week, we're reflecting on the quiet corners of Kyoto, the inspiration behind our most serene collection. Let these pieces be a gentle reminder of the beauty in simplicity. Explore the 'Kyoto' series and find your moment of calm.