Brand Tone

Playful & Characterful, Design-led & Story-driven, Sophisticated yet Accessible, Modern & Timeless, Globally Minded & Culturally Aware, Engaging & Community-Oriented

Brand Values

• •Design Excellence & Understated Design
• •Personality & Individuality
• •Storytelling & Communication through Design
• •Craftsmanship & Quality
• •Collaboration
• •Joy & Playfulness
• •Social Responsibility
• •Inclusivity & Global Perspective

Best Practices

• •Embrace the Character: Always inject personality into the copy. Think of the products as characters with their own stories and quirks.
• •Speak the Language of Design, Simply: Highlight design principles, craftsmanship, and collaborations, but in an accessible, engaging way that doesn't alienate a broader audience.
• •Connect with Pop Culture: Leverage the appeal of the icons represented in the Kokeshi collection and stay current with relevant cultural moments, especially on platforms like TikTok.
• •Foster a Sense of Collection & Community: Encourage the idea of collecting pieces and invite interaction. Use questions and calls to engagement.
• •Balance Playfulness with Understated Sophistication: The tone can be lighthearted and humorous, but it should always maintain an undercurrent of design sophistication and quality. Avoid silliness that undermines the premium nature of the products.

Social Perception

Unique & Collectible, High Quality & Well-Crafted, Artistic & Design-Forward, Playful & Modern, Premium (but accessible), Engaging & Relatable, Cult Following

Copy Examples

• •Unleash your inner icon. [Icon's Name] joins the Kokeshi family, bringing stage presence and timeless cool to your space. Hand-painted and full of character, it’s not just a doll, it’s a statement. Who will you collect next?
• •Morning coffee or evening feast, make every moment a little more Lucie Kaas. Our [Collection Name] tableware blends timeless Danish design with a playful twist, because your everyday deserves to be beautiful.
• •We believe your home should tell your story. Ours is filled with characters, color, and a touch of whimsy. What story does your space tell? #LucieKaas #HomeDecor #DesignerToys #Personality
• •Our Karl Kokeshi just HAD to see the #MetGala looks up close! 😉 Who do you think had the best outfit this year? #LucieKaas #Kokeshi #KarlLagerfeld #MetGala2025 #FashionFun #DesignerToys
• •Meet the Muse: A New Icon Arrives at Lucie Kaas!