Brand Tone

Official & Institutional, Student-Focused & Community-Oriented, Quality & Sustainability-Conscious, Approachable & Slightly Playful

Brand Values

• •University Pride & Identity
• •Sustainability & Responsibility
• •Quality
• •Community
• •Accessibility

Best Practices

• •Always Link to University Identity: Ensure the copy reflects the pride, values, and spirit of Leuphana University Lüneburg. Use "we" and "our" to foster a sense of community.
• •Highlight Sustainability & Quality: Consistently mention the "Made in Germany," "plastic-free," and "climate-neutral" aspects as key differentiators and value propositions.
• •Speak to Your Audience: Tailor the language for students (more informal, relatable) while maintaining a respectful and official tone suitable for alumni, staff, and official communications.
• •Be Clear and Informative: Provide straightforward descriptions of products, materials, and university connections. Avoid overly academic or complex language.
• •Maintain Visual Consistency: While this is about copywriting, ensure that the visual branding (if any outside the product images and university logo) complements the written tone for a cohesive brand experience. As no distinct social media or extensive ad campaigns were found, this applies mainly to the website's presentation.

Social Perception

Official University Outlet, Symbol of Affiliation, Positive Association (by extension), Demand-Driven

Copy Examples

• •Headline: Leuphana & You: Wear Your University with Pride. Body: Show your Leuphana spirit with our new collection of sustainably sourced apparel. Made in Germany, designed for our community. Shop now and carry a piece of Lüneburg wherever you go.
• •Headline: Finals Fuel? Rep Leuphana. Body: From late-night study sessions to campus celebrations, our latest gear is as resilient and innovative as our students. Discover comfortable, eco-friendly essentials in the official Leuphana Shop.
• •Headline: More Than Merchandise. It's a Leuphana Statement. Body: Each item in our shop is crafted with care – just like your Leuphana education. Choose climate-neutral, German-made quality that reflects our shared values.
• •Headline: Your Leuphana. Your Style. Sustainably. Body: Rock your university colors with our exclusive t-shirts and hoodies, all produced plastic-free and climate-neutrally. Look good, feel good, do good.
• •Headline: The Spirit of Lüneburg, Delivered. Body: Whether you're on campus or miles away, stay connected to Leuphana. Explore our official university shop for quality souvenirs, apparel, and gifts that bring our unique campus spirit to you.