Brand Tone

Elegant & Sophisticated, Aspirational & Indulgent, Caring & Nurturing, Confident & Assured, Serene & Calm

Brand Values

• •Quality Craftsmanship
• •Comfort
• •Style & Elegance
• •Self-Care & Well-being
• •Local Design
• •Confidence

Best Practices

• •Create a Tone of Voice Guide: Document the key characteristics of Lovana's brand voice (e.g., Elegant, Aspirational, Caring, Confident, Serene) with examples of "do's and don'ts" for writers to follow.
• •Focus on "Feeling" and "Experience": Consistently use evocative language that describes how the products make the wearer feel (e.g., "serene," "confident," "cocooned in comfort," "effortlessly elegant") rather than just listing product features.
• •Emphasize Self-Care and Indulgence: Frame products as a way to practice self-care, to treat oneself, and to create moments of personal luxury and relaxation. Use words like "indulge," "cherish," "unwind," "sanctuary."
• •Maintain Sophistication in Language: Use a rich vocabulary but avoid overly complex or alienating terms. Ensure grammar and spelling are impeccable to reflect the brand's commitment to quality and detail. Steer clear of slang, excessive informality, or overly aggressive sales tactics.
• •Visual-Verbal Harmony: Ensure that the copy always complements the visual identity. If the imagery is soft, luxurious, and calm, the language should mirror this. Regularly review website copy, social media posts, and marketing materials to ensure alignment.

Social Perception

Positive (among engaged audience), Niche & Boutique, Desirable Products, Limited Broad Awareness

Copy Examples

• •Drift into Dreamland. Discover Lovana Cape Town: Where luxury meets comfort in every stitch. Indulge in sleepwear designed to make every moment a serene escape. Shop the collection.
• •Experience the ultimate embrace of softness with our Signature Silk Pyjama Set. Thoughtfully designed in Cape Town, this timeless ensemble blends effortless elegance with unparalleled comfort, inviting you to cherish your moments of quiet repose. Feel beautiful, feel Lovana.
• •Elevate your evenings. ✨ Our latest loungewear collection is a gentle reminder to honour your rest and wrap yourself in the luxury you deserve. Designed for serene nights and leisurely mornings. #LovanaCapeTown #LuxuryLoungewear #SelfCare #CapeTownDesigned #ElegantComfort
• •An Invitation to Indulge: Unwind with Lovana's New Arrivals. Dear [Customer Name], At Lovana Cape Town, we believe in the art of slowing down. Discover our new collection of exquisitely comfortable loungewear, crafted to transform your home into a sanctuary of style and serenity...
• •Born from a desire to weave everyday luxury into the fabric of life, Lovana Cape Town creates more than just sleepwear; we craft experiences. Each piece, designed with passion in Cape Town, is an invitation to embrace comfort, celebrate your style, and find beauty in tranquility.