Brand Tone

conscientious, stylish, and reassuring

Brand Values

• •Safety & Functionality
• •Quality & Design
• •Innovation
• •Authenticity

Best Practices

• •Always Lead with the Duality: Every piece of copy should touch upon the brand's core concept: the fusion of style and safety. Avoid focusing on one at the expense of the other. Use phrases like "visible elegance," "fashionable function," and "designed to be seen."
• •Use a Reassuring and Empowering Tone: Frame safety not as a fear-based necessity, but as a confident and smart choice. The copy should empower the customer, making them feel proactive and stylish for choosing a Lucarter product.
• •Emphasize Danish Design and Quality: Consistently mention "Danish design," "quality materials," and "thoughtful details." This reinforces the product's premium positioning and justifies its price point.
• •Tell the "Why" Story: Weave the brand's origin story into the copy where appropriate. Reminding customers that the brand was started by people who genuinely experienced the problem adds a layer of authenticity and trustworthiness.
• •Keep it Clean and Minimalist: The language should mirror the product's aesthetic. Be direct, clear, and elegant. Avoid overly technical jargon or cluttered sentences. Let the product's innovative nature speak for itself.

Social Perception

Customer perception of Lucarter is overwhelmingly positive, particularly on platforms like Trustpilot. The brand is consistently praised for: Excellent and Personal Customer Service, High-Quality Products, Fast Delivery. The public perception aligns perfectly with the brand's intended messaging: a trustworthy company that delivers a high-quality, stylish product that solves a real-world problem.

Copy Examples

• •Day to night, style to safety. The Luna Jacket ensures you're seen without ever compromising your look. #BeSeen #LuCarter #ReflectiveFashion
• •Card 1: (Image of a woman smiling in the jacket in a chic urban setting) Headline: Style That Shines. Text: Our Danish-designed Luna Jacket keeps you warm and stylish. Card 2: (Image showing the jacket's reflective properties in the dark) Headline: Safety That's Effortless. Text: Integrate visibility into your everyday wardrobe. The perfect coat for your winter commute. CTA: Shop Now & Stay Safe.
• •Headline: Don't Choose Between Style and Safety. Sub-headline: Introducing the revolutionary reflective winter jacket that combines elegant Danish design with essential visibility for darker days.
• •We designed the Luna Jacket for the style-conscious pedestrian, the everyday cyclist, and the dog walker at dusk. It’s born from a simple idea: safety should be an elegant and effortless part of your wardrobe, not an afterthought. Feel the warmth of the quilted padding and the confidence of being fully visible.
• •It's getting darker. Are you being seen? Body Preview: The coat that looks as good in a café as it does on a bike path.