Brand Tone

Aspirational and Refined: Elegant, confident, inspiring, and knowledgeable, using sophisticated language focused on feeling and quality.

Brand Values

• •Timeless Elegance
• •Exceptional Quality
• •Effortless Sophistication
• •Quiet Confidence
• •Mindful Curation

Best Practices

• •Create a Brand Voice Guide: Document the proposed tone, key messaging pillars, and a list of "on-brand" and "off-brand" words (e.g., Use "collection," "piece," "curated" instead of "stuff," "items," "products").
• •Prioritize "Feel" Over "Features": While mentioning materials is important, lead with the emotion and experience. Instead of "100% cashmere," start with "Envelop yourself in the unparalleled softness of...".
• •Maintain a Consistent Lexicon: Use refined and evocative language across all platforms—from the website and emails to social media captions and product tags. Consistency builds recognition and trust.
• •Speak to the Aspiration: Write for the confident, stylish person the customer aspires to be. The copy should elevate and inspire, making the customer feel like they are investing in a better version of themselves.
• •Edit for Elegance and Clarity: Good copy is often about what is removed. Eliminate unnecessary words, clichés, and overly casual slang. Ensure every sentence is polished, purposeful, and easy to understand.

Social Perception

A high-end, exclusive boutique for discerning shoppers, perceived as a destination for investment pieces, luxury, reliability, and an understated yet powerful sense of style.

Copy Examples

• •The embodiment of grace. Woven from pure mulberry silk that cascades against the skin, our signature blouse is defined by its fluid drape and subtle luminosity. A piece not just to be worn, but experienced. Discover enduring elegance.
• •Introducing the Autumn Collection: A study in texture and form. Where timeless tailoring meets modern sensibility. Explore the pieces designed to define your season. #Lusianna #TimelessStyle #NewCollection
• •Beyond Trends. Beyond Seasons. This is Lusianna. The art of dressing, perfected.
• •An Invitation to Effortless Style
• •Lusianna was founded on a simple principle: that true style is timeless. In a world of fleeting trends, we curate collections for the discerning individual who values quality over quantity and elegance over extravagance. Each piece is a promise of impeccable craftsmanship and enduring sophistication.