Brand Tone

Refined, Knowledgeable, and Understatedly Elegant.

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Heritage & Tradition
• •Lasting Value & Durability
• •Understated Luxury
• •Customer Focus
• •Integrity & Thoughtful Production

Best Practices

• •Prioritize Product & Material Integrity: Always lead with the quality, origin, and unique properties of the materials and craftsmanship. Let the product’s intrinsic value shine.
• •Use Precise and Evocative Language: Choose words that convey luxury, tradition, and quality without resorting to hyperbole. Terms like "meticulously crafted," "artisanal," "heritage," "finest natural fibers" reinforce the brand's positioning.
• •Maintain an Educated and Informative Voice: Share details about sourcing, production techniques, and the history behind items. This builds trust and appeals to a customer who appreciates knowledge and transparency.
• •Embrace Understatement: Avoid overly casual slang, emojis (unless very sparingly and contextually appropriate on informal platforms like Instagram stories), or aggressive sales tactics. The tone should be confident yet respectful.
• •Ensure Visual and Textual Harmony: The elegance and quality conveyed in the copy should be mirrored in the photography and overall design of all communications, creating a cohesive and sophisticated brand experience.

Social Perception

High-Quality & Luxurious, Specialty & Niche, Reliable & Trustworthy, Classic & Traditional, Good Customer Service

Copy Examples

• •Experience the unparalleled softness of authentic Scottish cashmere. Our classic crew neck, meticulously crafted in Hawick, offers timeless warmth and enduring style for the discerning wardrobe.
• •From the Peruvian Highlands to the historic mills of Scotland, The Lanam Shop seeks out the world's finest natural fibers. We believe in quality that speaks for itself and style that transcends seasons. #LanamHeritage #LuxuryKnitwear
• •The Lanam Shop: Curators of Fine Knitwear, Classic Apparel, and Gracious Gifts. Discover enduring quality, crafted with integrity.
• •Introducing New Arrivals: Heirlooms in the Making from The Lanam Shop
• •At The Lanam Shop, 'Lanam' – Latin for wool – is more than our name; it's our passion. We are dedicated to offering garments and goods that embody exceptional craftsmanship and timeless elegance, designed to be cherished for years to come.