Brand Tone

Artistic, Cultured, Sophisticated, Elegant, Passionate, Story-driven, Contemporary, Relevant, Authentic

Brand Values

• •Heritage Preservation
• •Artisanship & Craftsmanship
• •Cultural Appreciation & Fusion
• •Quality & Beauty
• •Authenticity

Best Practices

• •Embrace Storytelling: Always weave in the narrative of heritage, craftsmanship, and the founders' journey and inspiration. This emotional connection is key to the brand.
• •Use Evocative & Descriptive Language: Words like "heritage," "artisanal," "hand-dyed," "ancient craft," "storied motifs," "timeless," and "authentic" reinforce the brand's values and tone.
• •Maintain Visual Consistency: Ensure all imagery (on the website, social media, and marketing materials) reflects the sophisticated, artistic, and culturally rich aesthetic of the products. Highlight textures, patterns, and the handmade quality.
• •Educate & Inform: Share insights into the Nankeen dyeing process, the cultural significance of patterns, or the history behind vintage textiles. This positions the brand as knowledgeable and passionate.
• •Speak with Understated Elegance: The tone should be confident and appreciative of the art form, avoiding overly casual or trendy language. Focus on quality and the intrinsic beauty of the products rather than aggressive sales tactics.

Social Perception

Respected by Design Community, Appreciated for Unique Offering, Positive Customer Feedback, Seen as Guardians of a Craft, bridging cultures through textiles

Copy Examples

• •Headline: Woven with History, Designed for Today. Body: Discover the soul of ancient artistry in every thread. Our Nankeen indigo pillows are more than decor; they are a conversation with centuries of craftsmanship, reimagined for your modern sanctuary. Bring home a piece of living history.
• •Headline: The LuRu Legacy: From Shanghai’s Alleys to Your Elegant Home. Body: Inspired by the vibrant tapestries of the Far East and a passion for preserving heritage, LuRu Home offers textiles that tell a story. Each design is a testament to timeless beauty and meticulous craftsmanship, curated to elevate your space with an authentic, artistic touch.
• •Headline: Beyond Fabric: Experience the Art of Nankeen. Body: Journey with us into the world of Nankeen dyeing, a 3,000-year-old tradition we are dedicated to honoring. Our exclusive collection of fabrics and home accessories brings the rich motifs and serene elegance of Asian-inspired design to contemporary interiors.
• •Headline: Curated for the Connoisseur: Textiles with a Tale. Body: At LuRu Home, every pattern has a past, every color a character. We source and design textiles that are not just seen, but felt – infusing your home with a sophisticated global aesthetic and the enduring spirit of artisanal creation.
• •Headline: Inspired by the East. Crafted for Your World. Body: LuRu Home invites you to explore a collection where ancient Eastern artistry meets contemporary Western style. Our hand-selected vintage pieces and thoughtfully designed fabrics by the yard offer a unique opportunity to create a home that is both timeless and uniquely yours.