Brand Tone

Ethical & Conscious, Authentic & Transparent, Artisanal & High-Quality, Warm & Inviting, Educational & Advocating

Brand Values

• •Sustainability: Prioritizing eco-friendly materials (like GOTS certified organic cotton and linen), processes, and packaging. This includes a commitment to reducing waste and promoting a circular economy through their repair/replace guarantee.
• •Ethical Production: Ensuring fair wages and good working conditions for their artisans and supporting small, family-run ateliers in Turkey.
• •Artisan Craftsmanship & Heritage: Valuing and preserving traditional weaving techniques and the cultural heritage embedded in their products.
• •Quality & Longevity: Creating durable, timeless pieces designed to last, directly opposing fast fashion and throwaway consumerism.
• •Authenticity & Transparency: Being open about their supply chain and the story behind their products.
• •Community Support: Uplifting the communities of artisans they partner with.

Best Practices

• •Emphasize Storytelling: Every product has a story – the artisan, the tradition, the sustainable material. Weave these narratives into product descriptions, social media posts, and email marketing to reinforce authenticity and connection.
• •Prioritize Value-Driven Language: Consistently use keywords and phrases that reflect core values: "ethical," "sustainable," "handmade," "artisan," "natural," "long-lasting," "conscious," "transparent."
• •Maintain a Warm and Respectful Voice: Address customers with warmth and respect, acknowledging their desire for quality and sustainability. Avoid overly aggressive sales tactics. The tone should be more invitational and informative.
• •Be Specific and Transparent: Instead of vague claims, provide details. For example, mention "GOTS-certified organic cotton", "family-run ateliers in Turkey", or the "20-year repair or replace guarantee." This builds trust and reinforces the brand's commitment.
• •Educate and Inspire: Use copy to gently educate consumers about the benefits of sustainable and ethical choices, inspiring them to be part of a positive change. This can be done through blog posts/journal entries, social media content, and even within product descriptions by explaining the impact of their purchase.

Social Perception

A Trustworthy Sustainable Brand, High-Quality & Luxurious (in an understated way), A Brand with Integrity, Authentic & Story-Driven

Copy Examples

• •Headline: Woven with Purpose, Crafted for Life. Body: Discover the timeless beauty of Luks Sustainables. Each piece is a testament to slow craftsmanship, ethically handmade by Turkish artisans using natural, eco-friendly materials. Invest in quality that endures, backed by our 20-year promise. #SustainableLiving #EthicalHome #ArtisanMade
• •Headline: More Than a Towel, It's a Tradition. Body: Our peshtemals are more than just exquisitely soft cotton; they carry generations of Turkish weaving heritage. Lightweight, absorbent, and endlessly versatile – from your home to your travels. Wrap yourself in a story of sustainability and skill. [Link to Peshtemal Collection] #LuksTradition #HandmadeHeritage #ConsciousComfort
• •Headline: Tired of Throwaway? We Are Too. Body: At Luks, we believe in creating pieces that last a lifetime, not just a season. Our 20-year repair or replace guarantee is our commitment to quality and a kinder planet. Choose homewares that are as durable as they are beautiful. #SlowFashionHome #BuiltToLast #EthicalChoice
• •Headline: Feel the Difference Authenticity Makes. Body: From the GOTS-certified organic cotton fields to the skilled hands of our artisan partners in Turkey, every Luks product is made with transparency and care. Experience the warmth of genuine craftsmanship and the peace of mind that comes with an ethical purchase. Learn our story: [Link to About Us] #TransparentlyLuks #EthicallySourced #ArtisanSupport
• •Headline: Your Home, A Haven of Sustainable Style. Body: Elevate your space with Luks Sustainables – where timeless design meets conscious living. Our collection of throws, blankets, and robes brings natural textures and serene style to your sanctuary. Ethically crafted, beautifully designed, made for you and the planet. Explore the collection. #SustainableSanctuary #LuksHome #NaturalElegance