Brand Tone

Calm, mindful, and soothing. Uses gentle and reassuring language, focusing on relaxation, well-being, and the concept of "creating calm". Minimalist and clean, mirroring Scandinavian design principles. Personal and welcoming.

Brand Values

• •Well-being and Calm
• •Eco-Consciousness
• •Natural Inspiration
• •Scandinavian Aesthetics

Best Practices

• •Lead with 'Calm': Always use a vocabulary that evokes peace, tranquility, and mindfulness. Words like "soothe," "relax," "unwind," "sanctuary," "stillness," and "reset" should be central to the messaging.
• •Emphasize 'Hygge' and Scandinavian Roots: Regularly reference the concepts of 'hygge' and the simplicity of Scandinavian design. This reinforces the brand's unique identity and differentiates it from competitors.
• •Highlight Eco-Friendly Details: Consistently mention the sustainable aspects of the products, such as soy wax, reusable cotton bags, and the innovative seed-paper dust covers. This appeals to the environmentally conscious consumer and demonstrates brand integrity.
• •Speak Directly to Well-being: Frame the products not just as home fragrance, but as tools for well-being. Connect the scents to mental and emotional benefits, positioning the brand as a part of the customer's self-care routine.
• •Maintain a Minimalist Aesthetic: Ensure that all written content, from website copy to product descriptions, is clean, simple, and uncluttered. Use ample white space and a straightforward, gentle tone to mirror the visual identity of the brand.

Social Perception

Currently shaped entirely by the brand's self-presentation on its website due to lack of public reviews or social media engagement. Intended perception is that of a high-quality, niche, and thoughtful brand that cares about its customers' well-being and the environment.

Copy Examples

• •In the chaos of the everyday, find your anchor. Our soy wax candles, inspired by nature's tranquility, burn slower to give you more time for yourself. Light a Lugna candle and let the calm in.
• •It's time to embrace the art of 'hygge.' Slow down, breathe deeply, and savor the moment. Our minimalist diffusers release subtle, calming scents to transform your home into a sanctuary of peace.
• •Fragrance that feels good and does good. From our sustainable soy wax to our wildflower seed dust covers, every detail is mindfully created. Choose a scent that calms your mind and is kind to our planet.
• •Feeling overwhelmed? Our fragrances are designed to soothe the mind. Let the gentle notes of our nature-inspired blends help you reset, relax, and rediscover your balance. Your moment of calm awaits.
• •Lugna means 'calm' in Swedish. It’s our promise to you. Born from a desire to escape the noise and find peace in simple things, our creations are more than just fragrance—they are an invitation to be still.