Brand Tone

aspirational, culturally proud, and exclusive

Brand Values

• •Cultural Heritage
• •Unity and Self-Expression
• •Quality and Innovation
• •Exclusivity
• •Creative Ownership

Best Practices

• •Always tie the narrative back to the brand's Caribbean roots. Use words that evoke a sense of place, culture, and pride.
• •Incorporate terms like "Limited," "Early Access," "Exclusive Drop," and "Join the List" to make the audience feel like insiders.
• •Address your audience as a collective ("a creative force," "our community," "the united"). Use inclusive language that fosters a sense of belonging.
• •The copy should be bold and self-assured. Avoid hesitant or overly salesy language. The brand isn't just selling clothes; it's selling a vision and an identity.
• •The brand name is a core part of its story. Use it to reinforce the idea of artistry, personal touch, and creative direction, distinguishing it from mass-market brands.

Social Perception

Customers and the online audience perceive Lucia™ as a fresh and authentic streetwear brand with a strong cultural identity. The brand is seen as a Dutch brand with a distinct Caribbean flavor, setting it apart in the European streetwear scene. The overall perception is that of a growing, successful brand with a clear story and aesthetic.

Copy Examples

• •The A-Side Tee. More than a garment, it's a statement. Crafted for the creators, the innovators, and the united. Our heritage, woven into every thread. Limited drop now live. #CreeparLucia #CaribbeanLuxury
• •Créé par Lucia™. Where Caribbean heritage meets contemporary design. This is fashion for the creative force. This is Unity.
• •Your Early Access is Here | The SS'25 Collection. You're in. As part of our inner circle, you get first look at the collection inspired by the rhythm and soul of the islands. Shop the drop before anyone else. This is for our community. This is for you.
• •Bringing the vision to life. The energy of the Caribbean in every shot. Our SS'24 campaign is a vibe. Drop a 🔥 if you feel it. #CaribbeanLuxury #FashionShoot #Streetwear
• •The Unity Hoodie. Engineered for comfort, designed for connection. This piece is a symbol of our community—diverse, creative, and bound by a love for self-expression. Features premium embroidery and a relaxed, contemporary fit. Wear the message.