Brand Tone

sophisticated, minimalist, and aspirational

Brand Values

• •Minimalist Aesthetics
• •Quality & Craftsmanship
• •Tranquility & Serenity
• •Modern Elegance
• •Inspiration & Aspiration

Best Practices

• •Use an Elegant & Refined Vocabulary: Avoid overly casual words, slang, or excessive exclamation points. Opt for sophisticated and evocative language. Words like "sculptural," "serene," "timeless," "minimal," and "elegance" should be staples.
• •Focus on "Feeling" Over "Features": While mentioning materials is important, the copy should primarily focus on the feeling the product evokes—calm, tranquility, balance, or inspiration. Sell the serene environment, not just the object.
• •Embrace White Space: Just as the designs are minimalist, the copy should be as well. Use short sentences, concise paragraphs, and ample white space in descriptions and posts. Let the message be as clean as the products.
• •Maintain a Consistent Voice Across All Platforms: The sophisticated tone used on the website should be the same tone used in Instagram captions, customer service emails, and ad copy. This creates a cohesive and trustworthy brand experience.
• •Speak to Aspirations: Frame the copy to appeal to the customer's desire for a better, more beautiful, and more peaceful life. The products are the tools to achieve this aspirational lifestyle. Use language that inspires them to elevate their personal space.

Social Perception

Perceived as a high-end, aesthetically pleasing, and exclusive boutique brand in the luxury and minimalist home decor space.

Copy Examples

• •Sculpted for stillness. Our new Elysian Vase brings a quiet grace to any corner, turning simple moments into statements of serenity. Discover the art of tranquil living. #LaurentCollection
• •The Arc Candlestick Holder is an exercise in minimalist form. Forged from a single piece of solid brass and finished with a matte black powder coat, its elegant curve creates a subtle interplay of light and shadow. A timeless centerpiece designed for the modern home.
• •Subject: Curated for Calm: New Arrivals Inside
• •Your home is your sanctuary. At Laurent Collection, we believe in the power of minimalist design to create spaces of peace and elegance. Explore our collection of sculptural decor and find the piece that completes your vision. Shop timeless design.
• •The Art of Home. Timeless Objects, Modern Serenity.