Brand Tone

Sophisticated & Elegant, Aspirational & Exclusive, Authoritative & Confident, Detail-Oriented & Appreciative of Artistry

Brand Values

• •Uncompromising Quality & Craftsmanship
• •Exceptional Design & Engineering
• •Preservation & Care
• •Sustainability
• •Transformation of the Ordinary
• •Exclusivity & Personalization

Best Practices

• •Embrace Sophisticated Vocabulary: Use precise, elegant, and evocative language. Avoid overly casual slang or colloquialisms. Think meticulous instead of careful, exquisite instead of nice.
• •Focus on Sensory Details and Craftsmanship: Highlight the tactile qualities of materials (e.g., supple Italian leather, cool touch of hand-polished aluminum) and the dedication to the crafting process (e.g., 15 hours of artisanal precision, engineered to perfection).
• •Maintain an Aspirational Yet Confident Voice: Speak to the desire for beauty, quality, and preservation. Position the brand as the definitive leader in luxury garment care, without arrogance but with assured expertise.
• •Connect to Core Values in Every Message: Subtly weave in elements of sustainability, artistry, engineering, and the transformative power of the product in relevant communications. For example, a post about a new finish can also touch upon the eco-friendly nature of the materials.
• •Ensure Visual and Textual Harmony: The luxury and elegance conveyed in the copy must be mirrored in the brand's visual presentation (photography, website design, packaging). Consistency across all touchpoints reinforces the brand identity.

Social Perception

Niche Luxury Icon, Innovative & Pioneering, Artistic & Aesthetically Driven, Symbol of Meticulous Care & Discerning Taste, Aligned with High Fashion & Bespoke Luxury

Copy Examples

• •Lou Hansell: Where Engineering Becomes Elegance. Preserve the art you wear with the world's most meticulously crafted garment hangers.
• •Each curve, each finish, a testament to 15 hours of artisanal devotion. Our Matte Black hanger, wrapped in the finest Onyx Italian leather, doesn't just support your garments—it elevates them. Discover the Lou Hansell difference. #LuxuryCraftsmanship #WardrobeElevated #IntentionalDesign
• •An heirloom for an heirloom. The Lou Hansell bridal hanger, in delicate Rose Gold and hand-wrapped Optic White Italian leather, offers an exquisite throne for your most cherished gown—preserving its beauty for generations to come. The perfect overture to 'I do.' #BridalLuxury #WeddingHeirloom #PreserveTheDay
• •Lou Hansell. Beyond the Hanger. Into the Art of Preservation.
• •Introducing the Bespoke Collection: Your Wardrobe, Uniquely Framed by Lou Hansell.