Brand Tone

Playful, Authoritative, and Engaging

Brand Values

• •Quality: Offering genuine, high-quality LEGO products.
• •Creativity and Imagination: Promoting the core benefits of LEGO play.
• •Customer Satisfaction: Striving for positive customer experiences, both online and in-store.
• •Accessibility: Providing a wide range of LEGO products to the Croatian market through online and physical stores.
• •Joy and Fun: Emphasizing the enjoyment and playful aspect of the LEGO brand for children and adults.

Best Practices

• •Embrace the LEGO Spirit: Always infuse copy with a sense of fun, creativity, and imagination, even when being informative. Use words that evoke playfulness and discovery.
• •Highlight Official Status: Subtly remind customers they are shopping at the LEGO® Certified Store (e.g., "authentic," "official," "guaranteed quality") to build trust and emphasize authority.
• •Speak to All Ages (But Tailor Accordingly): While the core message is universal, segment language appropriately. Use simpler, more direct language for products aimed at younger children, and more descriptive, benefit-driven language for adult-focused sets.
• •Focus on the Experience, Not Just the Product: Describe what customers can *do* and *feel* with the LEGO sets – the joy of building, the pride of display, the adventure of play.
• •Maintain Clarity and Enthusiasm: Ensure all copy is easy to understand, accurate, and conveys genuine excitement for the LEGO brand and its products. Use active voice and engaging questions.

Social Perception

Positive for product and brand, Seen as a go-to for LEGO in Croatia, Generally good customer experience (physical store), Trusted online retailer, Community focused (historically)

Copy Examples

• •Headline: Build Your World, Brick by Brick. Body: Discover the latest LEGO® sets and unleash your creativity! As Croatia's official LEGO® Certified Store, we bring you the widest selection of themes, from thrilling adventures to intricate display models. Shop now at lstore.hr and let the fun begin! Call to Action: Explore New Arrivals!
• •Headline: The Perfect Gift is Waiting to be Built. Body: Searching for a gift that sparks joy and imagination? Look no further! Find LEGO® sets for all ages and interests at lstore.hr. From DUPLO® for little hands to complex Technic™ models for seasoned builders, give the gift of endless possibilities. Call to Action: Find a Gift!
• •Headline: Official LEGO® Store Croatia: Your Source for Exclusive Sets! Body: Don't miss out on hard-to-find and limited edition LEGO® treasures! At lstore.hr, we offer an exclusive range of products you won't find anywhere else in Croatia. Authentic, quality, and delivered to your door. Call to Action: Shop Exclusives!
• •Headline: More Than Just Bricks – It's an Adventure! Body: Dive into the worlds of LEGO® NINJAGO®, Star Wars™, Harry Potter™, and more! At lstore.hr, every set is a new story waiting to unfold. What will you create today? Call to Action: Discover Your Next Adventure!
• •Headline: Build, Play, Display: The Magic of LEGO® for Adults. Body: Rediscover your passion for building with our sophisticated LEGO® sets for adults. From stunning Botanical Collection pieces to iconic vehicle replicas, lstore.hr offers challenging and rewarding experiences for grown-up fans. Call to Action: Explore Adult Collections!