Writer, strategist, go-seeker.
Writer, strategist, go-seeker.
Strategy + Voice + Messaging
FORNER worked with Emily Schuman of Cupcakes & Cashmere and her team to bring the Lavune brand, along with their signature suite of candles, to life. They wanted the brand to have an elevated presence that stands on its own, as an evolution of Cupcakes and Cashmere. They asked us to create an identity with a sense of intentionality that emotionally connects and inspires people to treat themselves to simple pleasures.
Lavune designs the romance of home—touches of luxury for simple pleasures.
We positioned Lavune as The Romance of Home, a brand that helps people layer in the intentional details that give a stylish space heart. Grounded in impeccable taste and classics-with-a-twist, the Lavune collection brings everyday life a touch of luxury.
To articulate the brand beliefs and voice, we crafted a manifesto all about the romance of home and why it matters.
We translated this ethos into the brand’s tagline: Stories of Home. It feels a bit more grounded than the word romance, but carries all the curious and evocative characteristics forward.
In messaging, we developed out a romantic brand language with a tinge of poetic nostalgia.
With modern twists to a classic sensibility, Lavune creates the most beloved pieces for your favorite place to be: home.
The strategy, voice and messaging work of the identity informed the brand’s communications at every level, including product packaging and website copy.
Launched in December 2022, Lavune’s holiday-themed scents such as Evergreen and Ember quickly gained a devoted following. The collection’s core selection continues to attract candle enthusiasts worldwide.
AD+DESIGN: KATI FORNER / STRATEGY+VERBALID+COPY: ALLISON DOBKIN