Brand Tone

Aspirational yet accessible, sophisticated, and helpful. It blends a modern, clean aesthetic with warmth, using elevated and descriptive language while remaining approachable and knowledgeable.

Brand Values

• •Purpose-Driven Living: Inspiring customers to 'build a home with purpose' and love how they live in moments that matter.
• •Quality and Craftsmanship: Emphasizing high-quality products, exclusive designs, and timeless style through collaborations with artisans.
• •Customer Connection and Service: Fostering meaningful, human connections with customers beyond transactional relationships, including in-person sales and free design services.
• •Sustainability and Responsibility: Commitment to using responsibly sourced materials and promoting environmental stewardship.

Best Practices

• •Lead with Purpose and Emotion: Frame products around the life moments they enable, selling the experience and purpose behind items.
• •Use Elevated and Sensory Language: Employ descriptive adjectives that highlight quality, craftsmanship, and aesthetics, reinforcing premium positioning.
• •Balance Aspiration with Accessibility: Combine sophisticated lifestyle imagery with practical information to make high style feel achievable and welcoming.
• •Highlight Exclusivity and Curation: Emphasize collaborations and exclusive collections to reinforce that customers are acquiring unique, thoughtfully selected pieces.
• •Maintain a Helpful, Expert Voice: Consistently promote services like design desks and buying guides to position the brand as an authority and trusted partner in home styling.

Social Perception

Generally positive for its beautiful, modern, and high-quality designs that balance classic and contemporary styles, making it a go-to for stylish home furnishings. However, there are notable complaints regarding customer service, delivery delays, and product durability, indicating a gap between its high-end image and some customers' actual service experiences.

Copy Examples

• •This is more than a living room. It's the scene of late-night talks, morning coffee rituals, and movie marathons. It's where life happens. Create a space for your story to unfold. #CrateStyle
• •Crafted from solid, FSC-certified oak, the Monterey dining table is a testament to timeless design and enduring quality. Its clean lines and natural grain bring warmth and sophistication to every meal, from quiet family breakfasts to celebratory dinners. Designed not just for dining, but for gathering.
• •Your Forever Home, One Inspired Piece at a Time.
• •Meet the Makers. Discover our new, exclusive collection of handcrafted ceramics from Portuguese artisans who share our passion for purposeful design.
• •Style that lasts. Quality that matters. Crate & Barrel helps you create a home you'll love for years to come. Welcome life in.