Brand Tone

sophisticated, mysterious, empowering, and aspirational

Brand Values

• •Individuality and Self-Expression
• •Luxury and Elegance
• •Meaning and Intention
• •Power and Presence
• •Timelessness and Mystique

Best Practices

• •Embrace Evocative Language: Use rich, sensory words that paint a picture and evoke emotion, aligning with the "identity meets scent" concept. Focus on how the fragrance makes one *feel* and *become*.
• •Maintain an Aura of Exclusivity and Sophistication: The language should consistently reflect luxury. Avoid overly casual slang or colloquialisms that might dilute the high-end positioning.
• •Focus on Empowerment and Individuality: Continuously thread the themes of personal power, unique identity, and intentional living into the copy. Frame the fragrances as tools for self-expression.
• •Incorporate the Playing Card/Persona Motif: Subtly or overtly weave in the symbolism of the cards, archetypes, and the "character" of each scent. This is a unique brand element that aids memorability.
• •Speak to Aspiration and Meaning: Connect with consumers who seek more than just a pleasant smell – they desire a fragrance with depth, story, and a connection to their personal narrative.

Social Perception

Luwan.co aims to be perceived as a high-end, artistic, and meaningful fragrance house. It targets consumers who see perfume as an extension of their personality and a way to convey their inner essence. The brand wants to be seen as more than just a fragrance company; it's a curator of identities. The focus on "characters" and "personas" suggests an appeal to those who enjoy storytelling and a touch of drama or mystique in their luxury goods.

Copy Examples

• •Headline: LUWAN: Your Signature Scent. Your Unspoken Story. Body: More than a fragrance. It's the essence of you, bottled. Discover the persona that awaits. Choose your card. Wear your power.
• •Headline: The Queen of Spades Has Arrived. Elegance, Embodied. Body: A scent as layered and unforgettable as the woman who wears it. For those who move with intention and lead with meaning. This is LUWAN.
• •Headline: Don't Just Exist. Announce Yourself. Body: LUWAN fragrances are crafted for the bold, the daring, the unforgettable. What will your scent say before you even speak?
• •Headline: Beyond Perfume. LUWAN is an Archetype. Body: Each bottle, a character. Each note, a whisper of your inner power. Explore a collection of identities waiting to be revealed.
• •Headline: Lead with Meaning. Scented by LUWAN. Body: For those who don't follow trends, but set their own. Our fragrances match your energy, the unspoken force that defines your presence.