Brand Tone

aspirational, sophisticated, and minimalist

Brand Values

• •Understated Luxury
• •Sustainability & Longevity
• •Innovation
• •Accessible Quality
• •Timeless Design

Best Practices

• •Lead with the "Why": Start with the philosophy behind the product (e.g., "An antidote to mass production...") before detailing the features. This reinforces the brand's values in every communication.
• •Use a Vocabulary of Refinement: Consistently use words like "understated," "thoughtful," "precision," "refined," and "intelligent." Avoid slang, overly casual language, or aggressive sales-speak.
• •Emphasize Longevity Over Seasonality: Frame products as long-term investments rather than seasonal items. Use phrases like "transcends seasons," "timeless essential," and "built to last."
• •Focus on Material and Craftsmanship: Dedicate significant copy space to the story behind the materials (like Cloudwool®) and the craftsmanship. This justifies the "luxury" claim and builds perceived value.
• •Maintain Understated Confidence: The tone should be confident and assured, but never arrogant. Avoid overt comparisons to other brands. Let the quality and design principles speak for themselves through clean, direct, and sophisticated language.

Social Perception

The brand wants to be perceived as an intelligent, modern, and trustworthy purveyor of high-quality, sustainable menswear for a discerning customer.

Copy Examples

• •Intelligence is the New Luxury. Menswear engineered for a smarter life.
• •The antidote to overconsumption. Our Cloudwool® sweater isn't just for a season, but for a decade. Timeless design, uncompromising comfort. #SmartLuxury #Luciente
• •Tired of Trends? Invest in Timeless.
• •Engineered for the man in motion. Our City Commuter Trouser combines four-way stretch with a crease-resistant finish, ensuring you arrive with the same sharp elegance you left with. It's not just a garment; it's a solution.
• •Why choose between style and comfort? Luciénte offers smart luxury menswear for those who demand both. Discover our collection of performance fabrics and timeless designs. Shop the art of understated elegance.