Brand Tone

Elegant & Sophisticated, Artistic & Architectural, Contemporary & Modern, Confident & Bold, Passionate & Creative

Brand Values

• •Craftsmanship & Quality
• •Artistic Expression & Individuality
• •Innovation & Unique Design
• •Timelessness & Seasonless Design
• •Heritage & Inspiration
• •Conscious Production (Sustainability)
• •Local Production

Best Practices

• •Emphasize "Art" and "Architecture": Consistently use vocabulary related to art, sculpture, design, and architecture to describe the products and brand aesthetic. (e.g., "sculptural lines," "architectural form," "objet d'art," "wearable art").
• •Highlight Craftsmanship and Materials: Detail the handcrafted nature of the bags, the unique materials used (acrylic, resin, marble), and the meticulous production process. This reinforces the luxury and quality aspects.
• •Speak to the L'AFSHAR Woman: Address the target audience directly as sophisticated, confident, artistic, and appreciative of timeless design, as defined by the brand. Use language that empowers and resonates with this identity.
• •Maintain Visual & Verbal Consistency: Ensure that the visual elements (photography, website design) and the written content (product descriptions, social media captions, articles) are aligned in their sophisticated, artistic, and modern tone. The Instagram feed is a good example of this.
• •Tell the Story (Subtly): Weave in elements of the brand's origin, Lilian Afshar's inspiration, and the brand's values (like conscious production or local craftsmanship) naturally within the narrative, rather than as standalone, overt statements. This adds depth and authenticity to the brand communication.

Social Perception

Luxury & High-End, Unique & Statement-Making, Artistic & Collectible, Innovative Material Use, Positive Founder Story, Emerging Homeware Appeal

Copy Examples

• •Headline: L'AFSHAR: Where Sculpture Meets Style. Body: More than a handbag, it's a statement. Discover handcrafted acrylic and resin clutches that transform every entrance into an event. Each piece, an echo of architectural grace and artistic vision. Own your masterpiece.
• •Headline: The Art of Carrying. Body: L'AFSHAR clutches are meticulously crafted for the woman who curates her life with intention and elegance. Inspired by timeless design and modern artistry, carry a piece that speaks volumes without uttering a word.
• •Headline: Beyond the Ephemeral. Invest in Enduring Design. Body: In a world of fleeting trends, L'AFSHAR offers iconic silhouettes born from a passion for quality and a distinctive aesthetic. Our compact, contemporary clutches are designed to be cherished season after season. Less is indeed more.
• •Headline: Define Your Narrative. With L'AFSHAR. Body: Each L'AFSHAR creation is an invitation to express your unique identity. From the interplay of light on crushed ice acrylic to the bold lines of our signature box clutches, find the design that resonates with your confident spirit.
• •Headline: The Intersection of Innovation and Heritage. Body: L'AFSHAR draws inspiration from global artistry and the rich textures of life, transforming materials like acrylic and marble into wearable art. Experience the Dubai-born luxury that’s captivating the world.