Brand Tone

technical, community-focused, and understated

Brand Values

• •Accessibility for Hobbyists
• •Functional Minimalism (The "Lagom" Philosophy)
• •Openness and Community Support
• •Customization and Flexibility

Best Practices

• •Speak the Language of the Community: Always use accepted technical terms (e.g., 'actuation,' 'stabilizers,' 'PCB,' 'firmware') correctly. Avoid overly simplistic or marketing-heavy language that can alienate a knowledgeable audience.
• •Lead with the Philosophy: Start with the 'why'—the concept of 'Lagom.' This provides a strong, memorable hook that differentiates the brand from purely technical competitors. Frame features as outcomes of this philosophy (e.g., 'The 65% layout is our 'just right' balance of size and function').
• •Embrace Understatement: The brand's strength is its quiet confidence. The copy should be informative and direct, not boastful. Let the product's features and the positive experiences of the community speak for themselves.
• •Prioritize Education and Openness: Always make it easy to find technical documentation, build guides, and firmware files. The copy should actively point users to these resources, reinforcing the brand's commitment to the open-source and DIY ethos.
• •Focus on the 'Build' Experience: The journey of building the keyboard is as important as the destination. Use words that evoke the satisfaction of a hands-on project: 'satisfying,' 'rewarding,' 'hands-on,' 'your own.' This taps into the core motivation of the target customer.

Social Perception

The perception of Lagom Studios within its niche is that of a credible, enthusiast-driven brand. It is not seen as a mass-market commercial entity but as a project by and for keyboard lovers. Users appreciate the thoughtful design and the DIY nature of the kits. The brand is respected for its contribution to the open-source keyboard community.

Copy Examples

• •Lagom 65: The perfectly balanced build. All through-hole components for a pure, hands-on keyboard experience.
• •Your desk, simplified. The Lagom 65 offers full functionality in a compact form, designed for a satisfying, hands-on build. All components are through-hole for an authentic DIY experience. Link in bio for the build guide and firmware. #MechanicalKeyboard #DIYKeyboard #Lagom #65Keyboard #CustomKeyboard
• •Hey everyone, the Lagom 65% kits are available again. We've kept the design focused on what matters: an easy-to-solder, through-hole build with full QMK support, dual encoder options, and an OLED screen mount. It’s the perfect board for those who love the process as much as the final product. Find the kit and our open-source files here. [Link]
• •The Lagom 65 isn't just a keyboard; it's a project. With its through-hole only design, flexible layout options, and Pro Micro compatibility, it’s engineered for the enthusiast. Achieve your perfect balance of form and function.
• •Inspired by the Swedish philosophy of 'Lagom'—meaning just the right amount—this 65% keyboard kit provides a perfectly balanced DIY experience. Featuring an integrated FR4 sandwich-style case and using only through-hole components, the Lagom is a joy to build for both seasoned veterans and those new to soldering. Dual rotary encoder support and an optional OLED screen allow for deep customization. Get back to the basics of building.