Brand Tone

aspirational yet accessible, sophisticated, calm, and curated.

Brand Values

• •Quality
• •Curated Selection/Uniqueness
• •Style & Aesthetics
• •Customer Experience
• •Passion for Design

Best Practices

• •Develop a Brand Voice Guide: Document the identified tone (aspirational yet accessible, sophisticated, calm, curated), key vocabulary (e.g., "curated," "effortless," "timeless," "handpicked"), things to avoid (e.g., overly casual slang, hype, aggressive sales language), and provide examples. Share this with anyone creating content.
• •Focus on "Show, Don't Just Tell": Instead of saying "we sell high-quality products," describe the materials, craftsmanship, or the feeling the product evokes. Let the quality and style speak through detailed, evocative descriptions and imagery.
• •Prioritize Clarity and Elegance: Keep language clear, concise, and sophisticated. Avoid jargon or overly complex sentences. The elegance of the products should be mirrored in the elegance of the language.
• •Maintain Visual and Textual Harmony: Ensure the copy on the website, social media, and emails complements the visual style. If the imagery is minimalist and clean, the text should be too.
• •Engage Authentically: When interacting with customers on social media or through customer service, maintain the established calm, helpful, and appreciative tone. Personal touches, where appropriate, can reinforce the "passion" and "curated" values.

Social Perception

Customers and followers generally express admiration for the products and the brand's aesthetic. Users seem to value the unique and stylish selection of items. The brand is perceived as being in line with contemporary fashion and interior trends, yet with a timeless appeal. While they have an English website for a broader audience, there's a strong connection to their Dutch roots and physical stores, which local customers appreciate. International perception is forming based on the online store's presentation and product appeal. The professional website, clear product information, and presence of physical stores contribute to a perception of reliability.

Copy Examples

• •Product (New Dress): Headline: Effortless Elegance: The Lina Midi Dress. Body: Discover the perfect blend of comfort and chic. Crafted from breathable linen, the Lina Midi Dress flows with you, making it your go-to for sun-drenched afternoons and warm evenings. Simple sophistication, beautifully made. Call to Action: Explore the Collection.
• •Social Media (Instagram - New Home Decor Arrival): Image: A beautifully styled shot of a new ceramic vase with minimalist decor. Caption: Create your calm. ✨ Our new handcrafted ceramic vases have arrived, ready to bring a touch of serene style to your space. Limited pieces available. #loftthestore #homedecor #minimalisthome #interiordesign #curatedliving Call to Action (in bio link): Shop New Arrivals.
• •Email Subject Line (Sale): Subject: Curated Finds, Kindly Reduced | Your LOFT Favorites Await
• •Website Banner (Brand Story Snippet): Text: More Than a Store. It's a Passion for Beautiful Things. Discover the LOFT Curation.
• •About Us Page Excerpt: At LOFT, we believe that the pieces you choose for your wardrobe and home should be more than just objects; they should be reflections of your personal style and bring joy to your everyday. That's why we lovingly curate our collections, seeking out unique, beautifully designed items that stand the test of time. From our beginnings in Arnhem and Zwolle to our online store, our mission remains the same: to share our passion for inspiring finds with you.