Brand Guidelines
Writing style
Section titled “Writing style”Please try to follow these guidelines for all content produced on behalf of Woven & Woods. This includes marketing copy, product descriptions, social media, email, and anything customer-facing.
- Always use UK English: colour, centrepiece, customise, recognise, kerb, and so on.
- Avoid meaningless corporate filler. This means no hollow superlatives (“exceptional,” “seamless,” “bespoke solutions”), no advertisement-like declarations, no corporate jargon, and no salesman’s patter.
- Never refer to fitting or fitters - say installation or installers.
Brand name
Section titled “Brand name”The business should always be referred to as Woven & Woods — with an ampersand, not the word “and”. The only exception is where an ampersand is technically unavailable, such as in a URL, email address, or plain-text system field, in which case “Woven and Woods” is acceptable. W&W is fine when pressed for space or time, but the long form is preferred.
Brand voice
Section titled “Brand voice”The brand speaks with confident, understated authority. It is warm but not gushing, expert but not technical for its own sake, premium but never cold.
The core voice in four words: honest, knowledgeable, local, premium.
In practice, this means not overselling. Acknowledge real trade-offs rather than papering over them. Technical knowledge should be demonstrated through specificity, not vocabulary - a reference to moisture diagnostics or a damp-proof membrane should feel matter-of-fact, not performative. Copy should sound like someone who genuinely knows the area and the housing stock, not a national brand doing local SEO.
Humour, when it appears, is dry and understated. Never forced, never salesy. Awards and quality are acknowledged quietly.
Tone by context
Section titled “Tone by context”The tone should shift slightly depending on the context, while the underlying voice stays consistent.
Product descriptions should be evocative and specific, conveying texture, material quality, and how the finished floor will feel to live with.
Technical and installation content should be calm and reassuring, building confidence in the process without overwhelming the reader with jargon.
Local area content should be grounded and specific, referencing real places and real building characteristics.
Social media can be slightly warmer and more conversational, but the brand remains premium. Never loud, cluttered, or exclamatory.
Customer service and FAQ content should be direct and helpful, with no unnecessary padding.
Email should feel like correspondence from someone knowledgeable and on the customer’s side. It is not a sales channel. Be helpful, be honest, and be clear. If something has gone wrong, say so plainly, take ownership where appropriate, and focus on the solution rather than deflecting. Never attempt to shift responsibility to a supplier, installer, or anyone else - the customer’s relationship is with Woven & Woods. Hard sales tactics, urgency pressure, and unsolicited upselling are all off-brand. A good email leaves the reader feeling informed and respected, not managed.
AI-generated text
Section titled “AI-generated text”It’s become very common to use AI to generate text in copy and emails. There’s nothing wrong with this per se, but it must be used very carefully. AI-generated text has a tendency to sound quite salesman-like, frequently using clichéd phrasing or Americanisms which don’t apply in the UK. If you do choose to use AI, remember that it is a tool and not a replacement for a human being. You must proofread any of its output and amend it to suit the style and tone expected of us.
What we are not
Section titled “What we are not”Keeping these in mind helps avoid the most common content mistakes.
Do not position the brand alongside budget or mid-market retailers such as Tapi, Wickes, or B&Q. Mentioning these names in the same breath - even as a contrast - risks undermining the positioning. Instead, let the quality of the products and the depth of the advice speak for itself.
Do not make the brand sound cold, exclusionary, or unattainable. Woven & Woods values honest advice and genuine value for money. Premium does not mean unaffordable, and we welcome customers with budgets of any size. If in doubt, emphasise the quality of the guidance and the process rather than the price of the products.
Do not imply that customers can buy online and have flooring delivered without a site visit or showroom consultation. The website supports the showrooms; it does not replace them. Direct customers to get in touch or visit - a site survey is a standard part of every installation job, not an optional extra.
Do not quote, estimate, or imply specific prices. All projects are individually quoted following a site survey. Never invent a cost, a price range, or a “starting from” figure. If asked, a suitable response is: “All our projects are individually priced following a site survey, as costs depend on the product, floor area, and subfloor conditions. Get in touch and we can arrange a visit.”
Do not claim the business operates nationally or beyond its stated service areas. We do occasionally take on work from further afield, but you should check with management before you make any commitments. If the question comes up, say we primarily serve South West London and the surrounding area, and invite them to get in touch to discuss.
Do not use generic retail language. “Competitive prices,” “wide range,” “for all your flooring needs,” “one-stop shop” - these are off-brand without exception. Focus instead on specifics: the product, the material, the application, or the outcome.
Our customers
Section titled “Our customers”The typical Woven & Woods customer is a homeowner making a considered investment in their property. They are not looking for the cheapest option. They want to get it right, and they value expert guidance, clear accountability, and a process that does not exhaust them.
The business has deep experience with the specific character of local housing stock. Victorian terraces come with uneven boards and natural subfloor movement. Regency townhouses have their own structural quirks. Thames-side apartments present particular challenges around humidity and temperature fluctuation. Contemporary new-builds and glass-walled extensions require a different approach again.
Specificity matters in copy. “A Victorian terrace in Richmond” is more useful than “a period property.”
What we sell
Section titled “What we sell”Carpets
Section titled “Carpets”The carpet range covers twist-piles, saxonies, loop-piles, and natural floorcoverings including sisal and seagrass. Wool, stain-resistant, and sustainable options are all available.
Cormar is the lead brand - one of the UK’s most trusted British carpet manufacturers, with a range that spans practical family-friendly options through to premium wool collections. Brockway is a British manufacturer with a strong heritage in wool and wool-rich carpets, known for natural tones and robust construction. Crucial Trading is the natural floorcoverings specialist in the range, offering sisal, seagrass, jute, and coir in a wide variety of weaves and colourways.
Wood flooring
Section titled “Wood flooring”The wood flooring range focuses on sustainably sourced engineered wood from European manufacturers. Engineered construction combines authentic timber character with superior structural stability, making it well suited to underfloor heating and the conditions found in local period properties. Wide planks, herringbone, chevron, and parquet formats are all available.
Ted Todd is the lead brand - Britain’s premier wood flooring company, producing floors in their Cheshire workshops using reclaimed and new timber. Panaget is a highly regarded French manufacturer known for refined finishes and a sophisticated European aesthetic, with a strong parquet offering. Woodpecker is a Welsh manufacturer with a strong sustainability ethos, producing both engineered and solid wood floors at a more accessible price point without compromising on quality.
Stair runners
Section titled “Stair runners”Stair runners are a core specialism. The range runs from custom-bound carpets cut to any width through to premium flat-woven designer runners, and the staircase is treated as a focal point of the home rather than an afterthought.
Fleetwood Fox is the lead brand - designed and woven in Somerset, with a strong design identity that sits closely with the Woven & Woods aesthetic. Off The Loom offers contemporary colourways and modern patterns. Hartley & Tissier brings a more traditional British character, with classic designs and a heritage feel.
Luxury vinyl flooring
Section titled “Luxury vinyl flooring”The LVT range offers floors that are virtually indistinguishable from real wood or stone, but waterproof, hard-wearing, and considerably easier to maintain. They are softer underfoot than ceramic tile and well suited to kitchens, bathrooms, and hallways.
Amtico is the lead brand - the UK’s leading LVT manufacturer since 1963, and the benchmark for quality in the category. Amtico supports bespoke laying patterns including herringbone, parquet, and custom combinations. Floorify is a Belgian manufacturer specialising in rigid-core LVT, known for wide-plank formats and realistic wood and stone visuals.
The customer journey
Section titled “The customer journey”-
Discovery. The customer finds us through search, word of mouth, social media, or a walk past the showroom. They may be at the very beginning of a project or simply looking for ideas. Content at this stage should be welcoming and informative, not pressuring.
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Showroom visit. The customer visits Twickenham or Richmond to explore the range in person. We act as design consultants, not sales staff. Customers are encouraged to handle materials and ask questions at their own pace.
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Sample loan. Customers borrow large-format samples to take home. Seeing a floor in their own rooms, under their own light, is the only reliable way to be certain before committing. Always position this as a genuine service, not an afterthought.
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Site survey. A member of the team visits the property to assess the subfloor, take measurements, and identify any technical issues before quoting. This is a standard part of the process for all installation jobs.
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Quotation. A detailed, itemised quote is provided. We do not publish price lists. All pricing is project-specific and depends on the materials chosen, the floor area, subfloor condition, and installation complexity.
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Installation. Carried out by our trusted network of independent specialist installers. We only install products we have sourced ourselves, and the customer has a single point of contact throughout.
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Aftercare. The relationship does not end at installation. Customers can return with questions about maintenance, care, or future projects.
Colours
Section titled “Colours”Primary colours
Section titled “Primary colours”Secondary colour
Section titled “Secondary colour”Neutrals
Section titled “Neutrals”Category colours
Section titled “Category colours”These colours are reserved for specific product category pages on the website. They should not be used as general brand colours elsewhere.
In most cases, use the horizontal variant, unless one of the others is more appropriate.
Horizontal
Section titled “Horizontal”
Horizontal Lockup
Section titled “Horizontal Lockup”
Stacked
Section titled “Stacked”
Stacked Lockup
Section titled “Stacked Lockup”
How to use the logo
Section titled “How to use the logo”The diagrams below show the minimum clear space that should be kept between the logo and other elements. In most cases, the gap on all sides should be equal to the height of the letters in the wordmark (x). For the icon alone, use half that height (x / 2). If in doubt, the O character is a reasonable visual guide.
Logo usage rules
Section titled “Logo usage rules”
- Do not move the icon to the right of the wordmark. It must always be to the left (horizontal layouts) or above (stacked layouts).
- The icon should always be twice the height of the wordmark.
- Do not superimpose the wordmark over the icon.
- Do not rotate the icon.
- Do not place the icon underneath the wordmark.
- The logo should always be upright. In rare circumstances a 90-degree rotation may be appropriate, but never any other angle.
- Do not distort any element of the logo.
- Make sure the logo is clearly visible against its background. Light and dark versions are available - use whichever is appropriate.
- Do not apply perspective effects. The logo must always be front-facing.
Primary Font
Section titled “Primary Font”Our primary font is Jost. Use it for all marketing materials and customer-facing content. Please use the 300 or Light weight, unless the specific design calls for a heavier weight for visibility. You may use italic sparingly for emphasis.
- If you do not already have Jost installed, find it on Google Drive at
G:\Shared drives\Showroom\Tickets & Labels\Ticket Fonts\Jost. - You can also download it for free from Google Fonts at
https://fonts.google.com/specimen/Jost. Click Get font and then Download all.
Secondary Font
Section titled “Secondary Font”Nyght Serif is used for prominent display headings only, where an editorial quality is needed. It is not for body text, and should be used sparingly - it is an accent, not a workhorse. Please try to use the Regular weight if possible.
- Nyght Serif is also saved on Google Drive. You can find it at
G:\Shared drives\Showroom\Tickets & Labels\Ticket Fonts\Nyght Serif - You can download Nyght Serif for free from the creator’s website at
https://www.tunera.xyz/fonts/nyght-serif/. Just click the Download Nyght-Serif! link.