Loft+Lane

Loft + Lane’s brand strategy and messaging speak to a practical and wellness-minded female consumer, overwhelmed by the countless options available for home goods. The brand stands for the idea that “Wellness is Home.” Our homes are more than our sanctuaries; they are also the ideal place to spark fulfillment in our lives, practice self-care, and spark inner and outer beauty each and every night. In line with this brand strategy, we developed an aspirational, yet approachable brand personality focused on personal development, positivity, and gratitude.

Loft + Lane’s verbal identity aimed to be graceful, feminine, witty, and sophisticated. The client sought a brand voice that balanced scientifically proven wellness benefits with a friendly, personal tone that one would expect from a home care brand. The result includes a series of clever, yet graceful brand taglines such as: “Rest easy. We’ve researched everything for you.” "A skincare routine so effortless, you can do it with your eyes closed.” And “Crease Free Skin. In Your Dreams.”

Developed by FabFitFun, Loft + Lane designs functional and high-quality home goods with wellness benefits for individuals who want to enhance their well-being.