LET’S STAY HOME TODAY.

 

We can wrap up warm in fleecy gowns and slippers and drink Dilmah tea out of the Kensington cups and listen to the birds in the tree outside from the balcony. I’ll make pancakes… I can’t wait to try out my new mixer. And that spatula I got the other day is going to make all the difference. Hmmmm. I’ll wake the kids and we’ll all get back into our bed (Egyptian cotton is so hard to resist on a day like this). We’ll make a snow bear pillow fort. Better yet, a human tepee! The kids’ll love it. You can read the Property section, I’ll gloss over the Lifestyle pages, check what’s happening in the news...

 

When they’ve rubbed out the last bit of sleep from their eyes, I’ll convince the tadpoles to hop into the bath. I’ll help them wash their hair. Then I’ll wrap them up in the oversized towel and dry their hair while they sit on the big white corner couch in the lounge with cartoons on mute (We can play the game where we make up the dialogue ourselves). They’ll scurry off eventually and I’ll finally get the chance to rearrange the furniture in the living room. I’ve been meaning to move the chesterfield over to the window and the bookshelf to the other wall. I’ll lay down the jakar jute carpet in the middle of the room and place the glass bell coffee table on top of that. Arrange some flowers. Get out a fresh diffuser for the guest bathroom. Today’s a good day to frame that print we bought. I’m wondering if we should hang it above the fireplace or in the entrance hall… Let’s see what feels right.

 

And then, it’ll be lunch time! You can call some friends and invite them over. I’ll get the kids to wash the lettuce leaves from the garden. I’ll chop the vegetables, you can prepare the lamb. I’ll zing up some salad dressing using the blender I got for Christmas. We’ll pour a glass of wine. Maybe light a fire. I’ll light the aromatic candles and get the music going, maybe even fire up the old record player.

 

Their kids and our kids will run off into the garden and climb into the tree house. They’ll ask if they can take a sherpa up (Absolutely not, though they try their luck every time). You’ll keep an eye on them and I’ll entertain our guests with stories from our last trip to Europe. They’ll walk into the kitchen and smell the aroma and say Where Did You Get This Gorgeous Kettle? And I’ll tell them it’s De Longhi because sharing is what I do best. Then we’ll sit down and dish up big helpings of lamb and vegetable stew and clink crystal glasses to friendship and longevity.

 

Good conversation carries us into the sunset, until we simply have to go outside and admire its surreal saffron hue. And even though we’re far too full to eat a thing more, we’ll make Nespressos or affagatos or just serve up some simple ice-cream if anyone’s in the mood, and only because we want to prolong our time together. I’ll switch on the heart string lights and we can all revel in a satisfied moment with friends and family, full bellies, warm feet and buoyant hearts.

 

And finally, when the crickets launch their evening orchestra, we’ll yawn and stretch and roll into bed. And we’ll be glad we didn’t leave home, not even once today.

 

BRAND NARRATIVE

 

We believe that everyone deserves a beautiful home. Our brand purpose is to inspire one.

 

@home is a place of inspiration – a stimulating experience designed to stir up the senses and revitalise the way people envision their living space. We cherish our customers, and strive to create the best possible experience for them.

 

We offer an experience that connects to the senses and emotions, tied together as one considered narrative. From touch to smell to sight, the customer’s store experience has been designed to excite and inspire.

We value celebration. We applaud our achievements and share in the joy of our customers. We delight in the occasion for celebration, treating every day as an opportunity to create memories. Our products reflect this, as does our store experience, and we regard the celebration of life as integral to our brand.

 

We value innovation, invention and creativity and regard them as elemental foundations of our brand narrative. As experts in the field of Home, it is our duty to supply our customers with products that enhance their Home experience.

 

We value integrity. By investing in quality products, caring for the environment and fostering our employees, we believe that we can make a difference in the world. We value feedback and build trust through transparency and consistency.

 

We offer a refined selection of products. Premium quality and functionality are important to us, as are design and aesthetic. Our products are gift-quality and our customers are always proud to purchase at our store.

We value the contemporary. By travelling widely, we ensure that our knowledge is at the forefront of global trends. Sharing this knowledge as well as new ways of doing things is core to our brand values.

 

PERSONA

 

The personification of @home is a confident, creative, sociable couple. They are lovers of beautiful aesthetics, appreciators of fine design and true culinary enthusiasts. They’re discerning and value quality, practicality and social responsibility. They’re well-travelled and well-read while still down to earth and approachable. They have a fascinating circle of friends who are always welcome in their home. They’re family orientated, authentic and celebrate each day as a gift. They delight in the joy of building a welcoming home, and relish in the inspiration they create for all who pass through their doors.

 

BRAND LANGAUGE

 

Language, which includes vocabulary and tone, conveys the attitude towards the subject and audience, and is a reflection of the brand’s personality. The vocabulary of a piece refers to the body of words used in a piece while the tone of voice is defined by the type of writing, eg. formal, somber or playful. These elements play a vital part in the conveyance of the attitude of the brand.

 

VOCABULARY

 

The @home vocabulary is sophisticated yet informal. While the language is never jargonistic to the extent that it alienates a reader who isn’t familiar with the context, @home is an expert in the field of décor, furniture trends, kitchenware and accessories, and therefore speaks with authority and confidence whilst ensuring that all who read and interact with the brand understand the message fully. @home will at times speak specifically about particular materials, trends, attributes or concepts that are not commonly known outside the field of @home expertise, thus educating the reader on those subjects. The @home brand vocabulary reveals a voice of authority and knowledge but also passion and warmth which ultimately results in the trust of its readers.