Brand Tone

elegant, serene, and aspirational

Brand Values

• •Artisanship and Quality
• •Peace and Coziness
• •Elegance and Style
• •Customer-Centricity

Best Practices

• •Emphasize "Handmade" and "Exclusive": Always highlight the artisanal nature of the products. This reinforces the values of quality and craftsmanship and justifies a premium positioning.
• •Use Evocative and Sensory Language: Employ words that evoke feelings of peace, comfort, and elegance. Terms like "serene," "tranquil," "oasis," "sumptuous," and "whisper" will align with the established tone.
• •Maintain a Refined and Minimalist Voice: Avoid overly casual slang, excessive emojis, or cluttered text. The copy should be as clean and sophisticated as the product photography. Let the products speak for themselves with concise, elegant descriptions.
• •Focus on the "Why," Not Just the "What": Instead of just describing a pillow, describe the feeling it creates—"an impression of peace," "a touch of elegance," "your vision of comfort." This connects the product to the aspirational lifestyle the brand promotes.
• •Ensure Visual and Textual Harmony: Every piece of copy should complement the visual it accompanies. If the image is serene and minimalist, the text must be as well. This consistency across all platforms is key to building a strong, recognizable brand identity.

Social Perception

The perception is that of a new, niche, and high-end European home decor brand. The brand's image is tightly controlled and projects quality, but it has not yet built a significant or vocal customer base online.

Copy Examples

• •Introducing The Serenity Collection. Discover a curated selection of handmade pillows and scented candles, designed to bring a touch of tranquil elegance to your space. Each piece is a whisper of peace for your home. #LaureliHome #HandmadeDecor #PeacefulLiving
• •The Art of Cozy. Your home is your sanctuary. At Laureli, we believe in the power of handmade details to transform a house into a haven. Explore our collection of decorative pillows, designed in 22 complementary colors to complete your vision of comfort. Shop now and craft your oasis.
• •Exclusive Handmade Decor. Crafted for Peace and Completeness.
• •Timeless Elegance, Unmatched Comfort. Indulge in the sumptuous texture of our Velvet Chestnut pillow. Handcrafted with meticulous care, its rich hue and plush feel offer an immediate sense of warmth and sophistication. The perfect accent to create your personal oasis of calm.
• •Create a harmonious home with Laureli. Our handmade decorative pillows are designed to layer beautifully, bringing a sense of serene elegance to any room. Explore our color collections to find your perfect match. #HomeInspiration #InteriorStyling #ElegantDecor