The Brand Room
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Tone of Voice

Eva needs to have character — in every sense of the word.
The brand has to be reliable and trustworthy and authentic, but it also needs to sound distinctive.
Like a living, breathing person. You should be able to hear the Eva voice inside your head.

Eva lives in a crowded market, so our tone really has to cut through the noise. When other brands waffle on,
we’re going to keep things simple. When they rely on being corny, we’re going to be clever.
And when the competition sounds generic, we’re going to sound charming.

Say hello to Eva.

Eva is the brand you want ’round for dinner. It’s smart and friendly with a dry sense of humour. A brand you can live with.
Eat breakfast with. Bounce up and down on the bed with. Eva doesn’t use 58 words when five will do. It doesn’t take its shoes
off or insist you use a coaster. Eva appreciates the simple things in life. Morning crumpets. Late nights on the couch.
Sharing time (and occasionally Tim Tams) with people that matter.

Pretty Simple Living

‘Pretty simple’ isn’t just about removing unnecessary details. It is more of a feeling. It means something that’s beautiful
and useful at the same time — that works so perfectly you almost don’t notice it’s there. And in a world where your
toaster can predict the weather, where design is getting more and more cluttered, ‘pretty simple’ actually matters.
That’s what Eva makes: things for a pretty simple life. Those everyday, wonderful, marmalade-y sort of moments.
First kisses and breakfasts in bed. Hot coffee and the (frankly unsolvable) Sunday crossword. Late night movies
under the covers. It’s a brand for living in — not just for looking at.

Key positioning copy

That simple feeling
Good design appears undesigned. It goes unnoticed and doesn’t get in the way of living. Eva products feel effortless — like living with an old friend, without the uncomfortable silence.
More time
for everyday life
Eva products are designed for living and built for life. We made them for afternoon naps and morning toast crumbs, blanket forts and movie marathons.
No-one ever cried while assembling an Eva Bed Frame. This is quality furniture that fits your lifestyle. Even the messy bits.
Form and function,
together at last
There isn’t really a word that means ‘beautiful’ and ‘useful’ at the same time. Maybe this is where Eva comes in. Eva makes things that please the eye, but also add value to everyday life.

Who we are


Eva doesn’t need fancy ten dollar words. Our tone should reflect our product: simple, honest and straight to the point. Keep your sentences short and snappy.


Clever design requires clever copy. We want to sound playful but informative, smart but approachable. We’re an authority that doesn’t talk down to people.


Charm is tricky. It’s a combination of wit and warmth. Eva is a kind and compassionate brand. But it’s also a brand that makes you smile. We’ve got a disarming sense of humour.

Who we're not


Although we have a target market in mind, Eva furniture is made for everyone. Avoid pompous language, exclusivity or anything that requires a thesaurus.


We’re not trying to disrupt the market. We’re trying to elevate it. Try to avoid puns, sarcasm or anything that’s too tongue-in-cheek. Eva’s smarter than that.


Eva is like a good mattress (and a good onion) — it’s got layers. Don’t use sterile terminology or purely functional language. There needs to be some emotion in there.

Writing Rules

A good tone of voice is all about consistency, so we want to make sure we use the same numbers, spelling and
punctuation for everything we do. Obviously we haven’t covered all the nuts and bolts here (we want this guide to fit inside
the average backpack). If you’re in doubt, just ask.

Quotation marks

Use apostrophes (‘’), unless directly quoting from a source. In that case, use quotation marks (“”).

Exclamation marks

Use sparingly…if at all.


Write out the numbers one to nine.
For 10 and up, use digits.


Use a hyphen (-) for any compound phrases (like ‘beer-lover’). Use an em dash ( — ) with spaces as a substitute for commas and colons — like this.


If you’re writing page headings or headlines, just cap up the first word. They call it ‘sentence case’.


Lifestyle Photography