Brand Tone

Elegant, Personal, and Understated.

Brand Values

• •Passion for Design & Aesthetics
• •Quality and Craftsmanship
• •Customer-Centricity
• •Sustainability
• •Simplicity

Best Practices

• •Prioritize Elegant Language: Consistently use a refined vocabulary. Words like "curated," "bespoke," "timeless," "elegant," "sophisticated," and "understated" should be staples in the brand's lexicon.
• •Embrace "Less is More": Keep copy clean, concise, and to the point. Avoid overly elaborate descriptions. The brand's value of simplicity should be reflected in its sentence structure and messaging.
• •Maintain a Personal & Warm Tone: Address the customer directly using "you" and "your." Share snippets of the brand's story and passion to foster a human connection, reinforcing the small-team, high-touch feel that customers praise.
• •Highlight Quality and Sustainability: Weave in details about the high-quality materials and eco-friendly practices. For example, mention the "FSC-certified card stock" or "natural resin wax seals" to substantiate the brand's commitment to quality and responsibility.
• •Focus on the Customer's Vision: Frame the copy around helping the customer achieve their desired aesthetic. Use phrases like "Let's create something beautiful together," or "We work with you..." to emphasize the collaborative and customer-centric approach that defines the brand's service.

Social Perception

High-end, trustworthy, and creative; perceived as luxurious, high-quality, reliable, helpful, tasteful, and sophisticated.

Copy Examples

• •Transform your space into a sanctuary. Our new Bergamot & Black Tea candle offers a subtle, calming aroma designed to elevate your everyday moments. The epitome of understated luxury. #LilacAndWhiteHome #ScentedSanctuary #TimelessLiving
• •Your love story is unique. Your invitations should be too. Discover our timeless stationery collections, where simplicity is the ultimate sophistication. Let's create something beautiful together. [Link to Collections]
• •Say 'thank you' with elegance. Our curated gift boxes are thoughtfully designed to convey gratitude and care. Featuring a selection of our finest home fragrance and lifestyle pieces for a gift they'll truly cherish.
• •From a simple passion for paper and beautiful design, Lilac & White was born. We believe in quality you can feel and service that makes you smile. Thank you for being part of our journey. [Behind-the-scenes photo of the studio]
• •Guide your guests with grace. Our minimalist welcome signs and table plans are crafted from the finest materials to provide a subtle, elegant accent to your special day. Fully customizable to reflect your personal style.