Brand Tone

Artistic & Sophisticated, Passionate & Personal, Authentic & Handcrafted, Introspective & Evocative, Elegant & Understated

Brand Values

• •Artistic Expression
• •Quality & Craftsmanship
• •Timelessness & Meaning
• •Simplicity & Beauty
• •Authenticity
• •Exploration of Light & Shadow

Best Practices

• •Embrace Evocative Language: Use words that appeal to emotion, artistry, and the senses (e.g., "dreamlike," "ephemeral," "whispering," "soulful," "handcrafted," "luminous").
• •Tell the Story: Go beyond product features. Share the inspiration, the process, the artisanal aspect, and the intended feeling or meaning behind each piece. Connect with the "why."
• •Maintain Sophistication: Keep language elegant, refined, and thoughtful. Avoid overly casual slang or hype-driven marketing speak. The tone should match the high-quality, artistic nature of the products.
• •Highlight Authenticity and Craftsmanship: Consistently mention the "handmade in Italy" aspect, the care taken by artisans, and the unique qualities of the materials and techniques used.
• •Be Visually Congruent: Ensure the copy's tone aligns with the visual branding (photography style, website design). If the visuals are moody and artistic, the copy should echo that. If they are minimalist and elegant, the copy should complement that.

Social Perception

High-quality, artistic, and somewhat exclusive brand. Customers are likely individuals who appreciate fine art, unique design, handcrafted items, and a sophisticated, timeless aesthetic. They value storytelling and emotional connection in the products they purchase.

Copy Examples

• •For a new fine art photography print: "Capture a fleeting moment, forever held in light and shadow. Our latest limited edition print, 'Ephemeral Dream,' invites quiet contemplation. Discover the story within. Handmade in Italy."
• •For a handcrafted fashion accessory (e.g., a scarf with a photographic print): "Wearable art, whispering tales of Italian craftsmanship. The 'Nocturne' silk scarf, a canvas of delicate photography, designed to be as unique and timeless as your own story."
• •Instagram caption for a studio shot: "From our hands to yours. Each Lumière Noire piece is a testament to the beauty of slow design and the soul of fine art. Crafted with passion in our Italian studio."
• •About Us section snippet: "At Lumière Noire, we believe art is an intimate dialogue. We create and curate pieces that speak beyond the visual – evoking emotion, celebrating craftsmanship, and finding the extraordinary in the interplay of light and darkness."
• •Product description for a Raku candle: "Illuminate your space with more than just light. Our Raku candles are born from fire and artistry, each one a unique sculpture, echoing the dreamlike essence of Lumière Noire."