Brand Tone

Authentic, Passionate, and Reassuring

Brand Values

• •Local & Ethical Production
• •Natural Quality
• •Sustainability & Tradition
• •Comfort & Well-being
• •Innovation

Best Practices

• •Lead with the "Why": Always start with the core mission. Every piece of copy should, in some way, connect back to the story of supporting local Belgian heritage and ethical production. This is your strongest differentiator.
• •Use a "Natural & Nurturing" Vocabulary: Consistently use words like authentic, natural, pure, local, heritage, traditional, healthy, breathable, comfort, and well-being. This reinforces the brand's core values.
• •Educate, Don't Just Sell: Explain the benefits of wool. Create content that answers questions like "Why is wool thermoregulating?" or "How do we make our wool machine-washable?" This builds trust and positions Lanado as an expert.
• •Emphasize "100% Belgian": This phrase is a powerful asset. Use it frequently and specifically mention the collaboration with breeders and historical processors in Verviers to add weight and authenticity to the claim.
• •Maintain a Warm and Reassuring Tone: Write as if you are a passionate advocate for good sleep and local craftsmanship. The tone should be confident and proud, yet gentle and focused on the customer's well-being. Avoid aggressive sales tactics; let the quality and story of the product speak for itself.

Social Perception

Lanado is perceived as a high-quality, trustworthy, and niche premium brand. It symbolizes local pride and ethical consumerism, appealing to eco-conscious consumers who value local craftsmanship and are willing to invest in durable, high-performance natural products.

Copy Examples

• •The Secret to Perfect Sleep is Closer Than You Think. It as woven from the fields of Wallonia and crafted by generations of Belgian artisans. Our duvets aren't just made; they're born from a passion for local heritage and natural comfort. Sleep better knowing you're supporting a story 100% Belgian. #Lanado #BelgianWool #NaturalSleep #MadeInBelgium #EthicalHome
• •Rediscover Rest. Naturally thermoregulating, hypoallergenic, and 100% Belgian wool. Your best night's sleep is guaranteed by nature.
• •From Belgian Fields to Your Bedroom. Tired of synthetic materials and restless nights? Lanado is reviving a local tradition to bring you premium wool bedding that breathes with you. Experience the difference of authentic, locally sourced comfort. CTA: Shop the Collection.
• •The "You & Me" Duvet: Perfect Harmony for Two. Finally, a solution for couples with different temperature needs. One side offers cozy warmth, while the other provides lightweight coolness, all within a single duvet. Crafted from pure Belgian wool, it's the key to undisturbed, personalized comfort all night long. No more compromises, just perfect sleep, together.
• •Don Count Sheep, Sleep Under Them.