Brand Tone

Authentic & Raw, Reflective & Introspective, Down-to-Earth & Relatable, Soulful & Emotional, Appreciative & Fan-Focused

Brand Values

• •Family
• •Authenticity
• •Resilience & Overcoming Struggle
• •Storytelling
• •Hard Work & Dedication
• •Connection with Audience

Best Practices

• •Embrace Authentic Storytelling: Weave in narratives and themes that are central to Lukas Graham's music – family, growth, resilience, and honest reflections on life.
• •Use Relatable and Grounded Language: Avoid overly corporate or hype-filled jargon. Keep the tone conversational, sincere, and down-to-earth, reflecting Lukas Forchhammer's own communication style.
• •Highlight Emotional Connection: Emphasize how the merchandise allows fans to connect with the emotions and stories in the music, making it more than just a product.
• •Acknowledge the Roots: Subtly reference the Danish heritage or the band's journey when appropriate, reinforcing authenticity and uniqueness.
• •Show Gratitude and Inclusivity: Frame messages in a way that makes fans feel part of the Lukas Graham community, emphasizing shared experiences and appreciation for their support (e.g., "No Audience No Show").

Social Perception

Positively Perceived for Emotional Honesty, Seen as Authentic, Respected for Musicality, Merchandise as an Extension of Fandom, Some Criticism but Largely Positive

Copy Examples

• •Wrap yourself in the stories we share. Our new [Hoodie Name] isn't just comfort, it's a piece of the journey. Wear it like a memory. #LukasGraham #Storytellers #AuthenticWear
• •'Once I was seven years old...' Lyrics that travel with you. This [T-shirt Name] tee is more than fabric; it's a reminder of where we've been and where we're going. #7Years #LGMERCH #LifeStories
• •Copenhagen cool, worldwide heart. Our latest LG x BLS HAFNIA cap – crafted with friendship, designed for your everyday. #LukasGrahamxBLS #DanishDesign #StreetSoul
• •From our hearts to yours. The official Lukas Graham shop is filled with pieces that echo our music and the moments we cherish. Find your favorite. #LukasGrahamShop #FanLove #RealMusicRealMerch
• •Remember that night? The lights, the music, the feeling. Keep that connection alive with the official [Tour Name] merch. Every thread a thank you. #NoAudienceNoShow #LukasGrahamLive #MerchThatMatters