Brand Tone

Evocative, Warm, Purposeful, Elegant, Inspiring

Brand Values

• •Experience over Product: "Mais que Luz, uma Experiência" (More than Light, an Experience) is a central value. The focus is on how the lighting makes you feel and how it transforms a space.
• •Emotional Connection & Well-being: The brand aims to create products that "despertar emoções, criar atmosferas acolhedoras e refletir a essência de quem habita o espaço" (awaken emotions, create welcoming atmospheres, and reflect the essence of those who inhabit the space). Comfort, connection, and well-being are paramount.
• •Purposeful Design & Quality Curation: Luzial believes in "design com alma" and ensures each luminaire is "pensada para criar atmosferas únicas." The curation is described as "impecável" (impeccable) by a customer.
• •Human-Centric Approach: This is evident in their "Atendimento com Humanidade" (Customer Service with Humanity) and the emphasis on how lighting affects human emotions and experiences.
• •Beauty, Functionality, and Purpose: The brand explicitly states, "A Luzial nasce da junção entre beleza, funcionalidade e propósito. Iluminar, para nós, é criar sensações." (Luzial is born from the union of beauty, functionality, and purpose. To illuminate, for us, is to create sensations).

Best Practices

• •Develop a Brand Voice Chart/Guidelines: Document Luzial's core tone words (e.g., Evocative, Warm, Purposeful, Elegant, Inspiring), provide brief explanations, and list "do's and don'ts" for word choices and phrasing. For example, "Do: Use sensory language. Don't: Use overly technical jargon without explaining its experiential benefit."
• •Focus on "Feeling" and "Experience": Consistently steer copy towards the emotional and experiential benefits of the lighting. Instead of just "Bright LED Lamp," try "An LED lamp that bathes your reading nook in a warm, inspiring glow, inviting you to lose yourself in stories." Frame features as facilitators of these experiences.
• •Emphasize Purpose and Curation: Remind the audience that each piece is thoughtfully selected or designed not just for aesthetics but for its ability to create a specific atmosphere and feeling. Use words like "curated," "thoughtful," "purposeful," "soulful design."
• •Maintain a Human and Empathetic Voice: Especially in customer service interactions, but also in general copy, reflect the "Atendimento com Humanidade." Use welcoming, understanding, and supportive language. Address the customer directly and acknowledge their desire for comfort and well-being in their spaces.
• •Use Storytelling and Evocative Descriptions: Paint a picture with words. Describe scenarios and evoke the feelings Luzial lighting aims to create. For instance, "Imagine a dinner party where the soft, suspended light above the table doesn't just illuminate the food but sparks connection and laughter." Regularly review content to ensure it aligns with the core message of transforming spaces and moods.

Social Perception

Positive Customer Service Experience, High-Quality, Beautiful Products, Trustworthy, Delivers more than just a product, offering an experience that positively impacts the ambiance of a home and the well-being of its inhabitants.

Copy Examples

• •Headline: Illuminate Your Story. Discover lighting that doesn’t just fill a room, but feels it. Body: At Luzial, we believe light is a language. It whispers comfort, speaks of connection, and narrates the soul of your space. Explore collections designed to transform your home into a haven of warmth and well-being. More than Light, an Experience.
• •Product Description Snippet (for a pendant light): Hang more than a light; suspend a mood. Our 'Suspensas & Elegantes' collection offers centerpieces that don't just draw the eye but invite you to pause, breathe, and feel the gentle embrace of an atmosphere crafted with purpose and soul. Let its glow transform your evenings into moments of serene connection.
• •Email Subject: Create Your Sanctuary of Light with Luzial Body: Dear [Customer Name], Imagine a home where every corner radiates comfort, where light doesn't just shine but inspires. At Luzial, our curated collections are designed to do just that – to transform your space into a personal sanctuary. Discover lighting that speaks to your essence and awakens a sense of well-being. Feel the glow, live the experience.
• •About Us Snippet (for social media, if established): We're Luzial. For us, lighting is an art form, a sensory journey. It's about the warmth that welcomes you, the glow that calms your spirit, and the ambiance that turns a house into your home. We craft experiences, one purposeful light at a time. #Luzial #DesignComAlma #SensoryLighting
• •Call to Action Button/Text: Discover Your Atmosphere, Find Your Light, Transform Your Space, Experience Purposeful Illumination, Explore Sensory Lighting, Create Your Haven