Brand Tone

Inspirational, Modern, and Nostalgic

Brand Values

• •Creativity and Imagination
• •Design and Quality
• •Tradition and Heritage
• •Play and Development
• •Innovation

Best Practices

• •Balance Nostalgia with Modernity: Always weave the brand's rich heritage (Since 1947) with its commitment to contemporary Scandinavian design. Use phrases like 'A modern tradition' or 'Timeless design, contemporary play.'
• •Use Evocative, Sensory Language: Instead of just listing features, describe the experience. Talk about the 'warm glow' of the lights, the 'playful patterns' of the wallpaper, and the feeling of creating a 'home filled with stories.'
• •Speak to Both Audiences: Craft messaging that appeals to both the adult buyer (parent/collector) and the end-user (the child). Use sophisticated design language ('contemporary centerpiece,' 'Scandinavian aesthetic') alongside words that convey the magic of play ('imagination,' 'storytelling,' 'dream worlds').
• •Emphasize Creativity and Customization: Consistently use active, empowering verbs that encourage user participation. Words like create, design, imagine, personalize, build, and unleash should be staples in the brand's vocabulary, reinforcing that the customer is the storyteller.
• •Highlight Quality and Detail: Reinforce the brand's value by pointing out specific, high-quality details—the 'realistic interiors,' 'miniature utensils,' or 'artist-designed wallpaper.' This justifies the premium positioning and connects back to the brand's long-standing reputation for craftsmanship.

Social Perception

Generally positive and multifaceted: perceived as a high-quality, imaginative toy for children, a nostalgic collector's item and design piece for adults, though with some critiques regarding modern durability and value for money.

Copy Examples

• •Your Forever Home Awaits. Since 1947. Generations have opened the door to a Lundby home. Meticulously designed and endlessly imaginative, this isn't just a dollhouse—it's the beginning of a thousand stories. Discover the heritage of play.
• •Modern Design, Miniature Scale. Introducing the Lundby Stockholm House. With its clean Scandinavian lines, rooftop terrace, and light-ready interiors, it's as much a contemporary design piece as it is a place for play. Curate your world.
• •Don't Just Play. Create. With removable walls and customizable details, the Lundby Creative House is your blank canvas. Reimagine, redecorate, and tell a new story every day. Unleash your inner designer.
• •Remember the Little Things? The soft glow from a tiny lamp. The perfect miniature sofa. Lundby has been crafting those magical details for over 75 years. Share a piece of your childhood or start a new tradition.
• •Build Their World, One Room at a Time. From a bustling kitchen to a cozy nursery, every Lundby accessory is made for storytelling. The lifelike details spark imagination, helping your child build, fantasize, and play for hours on end.