Brand Tone

Sophisticated, minimalist, and precise; clean, direct, and confident. Aspirational yet grounded in tangible quality, speaking to customers who appreciate design, craftsmanship, and personalization.

Brand Values

• •Quality and Craftsmanship
• •Design and Aesthetics
• •Personalization and Individuality
• •Durability and Sustainability

Best Practices

• •Lead with Design: Always frame the product within the context of Scandinavian design and minimalism. Use words like "clean," "intentional," "uncluttered," and "timeless."
• •Emphasize Materiality: Consistently mention the specific, high-quality materials used (e.g., "Italian calf leather," "soft-lined suede," "316L stainless steel"). This reinforces the value of quality and craftsmanship.
• •Focus on Personalization: Use empowering and creative language that invites the customer to be part of the design process. Phrases like "Design your own," "Author your message," and "Make it yours" are key.
• •Maintain a Refined Vocabulary: The language should remain sophisticated and precise. Avoid overly casual terms or hype-driven jargon. The tone should reflect the premium nature of the product.
• •Visual and Textual Harmony: Ensure all copy is paired with high-quality, clean, and minimalist imagery that reflects the brand's aesthetic. The words should describe the image, and the image should bring the words to life.

Social Perception

Perceived as a niche provider of premium, design-focused watch products, appealing to watch enthusiasts and those with a keen eye for Danish design and minimalism. Positioned in the premium accessory market, with customization as a significant differentiator for unique, personalized items.

Copy Examples

• •Detail in every fiber. Our Ocean Blue Suede strap is hand-stitched and lined with the softest suede, because true quality is something you should feel. Elevate your time.
• •Your Style, Your Time. Design your unique timepiece with LAB Copenhagen. Choose your case, your dial, and a strap from our collection of premium Italian leather and suede. The final touch? A personal engraving. Start designing today.
• •Scandinavian Minimalism. Personal Design. Build your bespoke LAB Copenhagen watch in minutes.
• •A new strap for a new mood?
• •Crafted from the finest tan calf leather, this strap is designed to develop a rich patina over time, telling a story that is uniquely yours. The integrated quick-release pins allow for a tool-free change, adapting to your style in a moment's notice.