Brand Tone

Sophisticated, Aspirational, and Minimalist

Brand Values

• •Design Excellence
• •Quality and Craftsmanship
• •Curated Simplicity
• •Customer-Centric Service
• •Atmospheric Living

Best Practices

• •Use an Elegant and Evocative Vocabulary: Consistently choose words that convey sophistication and sensory experience. Use terms like "curated," "timeless," "sculptural," "serene," "ambient," and "refined" to reinforce the brand's high-end positioning.
• •Focus on "Why" Not Just "What": Instead of merely describing a product's features, explain the feeling or lifestyle it enables. Frame products as solutions for creating a more beautiful, calm, or inspiring home environment.
• •Maintain a Minimalist Approach: Keep copy clean, concise, and impactful. Avoid long, dense paragraphs. Use white space effectively in web and email layouts to mirror the brand's minimalist aesthetic.
• •Tell Stories of Design and Craft: Briefly touch upon the history of a design piece, the philosophy of the designer, or the quality of the materials. This adds a layer of depth and value beyond the physical product itself.
• •Ensure Visual and Textual Harmony: Every piece of copy should directly complement the accompanying visual. If the image is serene and minimalist, the text should be calm and uncluttered. This consistency across all channels builds a powerful and memorable brand identity.

Social Perception

The perception Lumier cultivates is that of a high-end, exclusive, and tasteful retailer for discerning customers who value design and quality. It is perceived as a niche brand rather than a mass-market retailer. The association of the name "Lumier" with luxury projects in other contexts may indirectly lend it an air of prestige. Without direct customer feedback, the perception remains largely aspirational and controlled by the brand's marketing efforts.

Copy Examples

• •The Art of Light. The Soul of Home. Discover curated lighting and furniture that transform your space with timeless elegance. Free Australian shipping on all orders.
• •Sculptural form, ambient glow. The Mads Caprani Floor Lamp is more than just a light source; it’s a statement of minimalist design. Bring home a piece of timeless Danish artistry. #LumierInteriors #ModernLighting #DanishDesign #HomeInspiration
• •Redefine Your Interior Landscape. Your home should be a sanctuary of calm and style. At Lumier, we select each piece for its ability to create harmony and sophistication. Explore our collection of designer furniture and lighting. Shop the look today.
• •A study in elegant minimalism. Our Aira Side Table features a solid, vein-cut marble top, ensuring each piece is entirely unique. Supported by a slender yet sturdy blackened steel frame, it offers a sophisticated surface for your most cherished objects. A perfect union of natural beauty and refined craftsmanship.
• •Inside Lumier: Designs That Illuminate & Inspire