Brand Tone

Expressive, Conscious, and Encouraging

Brand Values

• •Sustainability
• •Individuality & Self-Expression
• •Quality & Craftsmanship

Best Practices

• •Lead with "Conscious Craftsmanship": Always integrate the eco-conscious, on-demand message. It is the brand's most powerful differentiator. Frame it not as a limitation (longer wait times) but as a positive, deliberate choice for the planet and for a more unique product.
• •Use Expressive & Emotive Language: Employ words that evoke feeling and personality as in "ambiance", "shine", "vivid", "energy", "aura". This aligns with the brand’s value of self-expression and moves the conversation beyond simple function.
• •Maintain a Direct and Encouraging CTA: Use clear, simple, and action-oriented calls-to-action like "Shop The Collection", "Find Your Print", or "Explore Conscious Athleisure". This makes the user journey straightforward and inviting.
• •Focus on Versatility (The "And"): Position the apparel as suitable for both athletic activity and lifestyle moments. Use copy that says "From yoga mat to coffee shop" or "Style that moves with every part of your day" to broaden the product's appeal.
• •Build a Narrative Around Individuality: In every piece of copy, reinforce the idea that Lujann is for the person who wants to stand out. Ask questions like "Why blend in?" or use statements like "Your wardrobe should be as original as you are". This creates a strong emotional connection with the target audience.

Social Perception

Due to limited online presence and lack of third-party reviews, the social perception of Lujann is nascent and largely unformed. It is primarily shaped by the brand's website, where customers would perceive Lujann as a small, niche e-commerce brand focused on printed athleisure wear with an ethical production model. Without social proof, trust relies on direct brand claims regarding quality and comfort. The lack of a strong social media presence limits community dialogue or user-generated content for public opinion.

Copy Examples

• •Wear Your World. Your style shouldn't end where the sidewalk does. Our on-demand athleisure is designed to move with you, from the city to the summit. Express every side of you, consciously. #Lujann #WearYourAmbiance #SustainableStyle
• •Style That Feels Good. Inside & Out. Luxuriously comfortable athleisure, made only when you order. Less waste, more you.
• •Tired of the same old black leggings?
• •The Aura Legging in Sunrise Print. Let your energy lead the way. The Aura Legging isn't just for your workout; it's for your warm-up, your wind-down, and your weekend coffee run. Each pair is precision-cut and hand-sewn just for you, ensuring a perfect fit while honoring our commitment to a healthier planet. Feel the difference of apparel made with purpose.
• •Made For You. Literally. Why buy off-the-rack when you can have athleisure that's crafted on-demand? At Lujann, we create your piece when you order it, reducing waste and delivering a look that’s as unique as you are. Shop our new collection of expressive prints!