Brand Tone

personal, sophisticated, and aspirational

Brand Values

• •Artisanal Craftsmanship
• •Originality and Personality
• •Sustainability and Consciousness
• •Connection and Emotion
• •Simplicity and Purpose

Best Practices

• •Maintain the Founder's Voice: Continue to use Ana's personal story and a friendly, intimate tone in communications, especially in newsletters and social media captions. This is a powerful differentiator.
• •Use Sensory and Evocative Language: Describe not just the scents, but the feelings, moods, and memories they evoke. Connect fragrances and shapes to concepts like "harmony," "new beginnings," or "tranquility."
• •Emphasize the "Ritual" Aspect: Frame products as tools for self-care and mindfulness. Use phrases like "Create your ritual," "Set your intention," and "Harmonize your space" to add value beyond the physical product.
• •Highlight Artisanal Values: Regularly mention key value propositions: "hand-poured in Portugal," "small-batch production," "sustainably sourced soy wax," and "cruelty-free." This reinforces quality and ethical consciousness.
• •Balance Sophistication with Personality: While the overall tone is sophisticated, don't be afraid to show personality (e.g., "Haunted Cutie"). This blend of elegance and character makes the brand more relatable and memorable.

Social Perception

Luhme Studio is perceived as a boutique, founder-led business that offers high-quality, aesthetically pleasing products. Customers are likely to be individuals who appreciate design, wellness, and the story behind the products they buy. The brand appeals to those looking for unique, personal gifts or items to create a sophisticated and mindful atmosphere in their own homes. The emphasis on sculptural designs positions them within a niche market that values home décor as a form of art.

Copy Examples

• •Introducing ARCH. A symbol of passage and new beginnings. Hand-poured with soft, clean-burning soy wax, its elegant curve is designed to elevate your space. Light it to mark a new chapter or simply let its form inspire your day. What ritual will you create? #LuhmeStudio #SculpturalCandles #CreateYourRitual
• •More than a candle. A signature of your style. Discover aromas for free and sophisticated spirits.
• •A little spooky, a lot of style. Our 'Haunted Cutie' candle is here to add a playful touch to your seasonal décor. Made with our signature soy wax and a hint of enchanting fragrance, it's the perfect companion for cozy autumn nights and ghost stories. A perfect gift for the sophisticated spirit with a whimsical side.
• •Tired of conventional gifts? Offer a piece of art. Luhme Studio's sculptural candles are hand-poured in Portugal, designed to be an unforgettable, personality-filled present. Each one has a meaning, a mission, and a story. Give a gift that lights them up.
• •Subject: What lights you up?For me, it started with the search for the perfect gift and became a journey into the art of candle-making. Every scent I choose and every shape I pour is a piece of that passion. This week, I've been working on a new fragrance designed to feel like a warm embrace. It’s amazing how the right aroma can transform a room and a mood. I can't wait to share it with you.With love and light,Ana