Use of the Lore & Luster name or logo on merchandise is limited and highly controlled.

Approved use cases:

• Event-exclusive designs
• Collaborative merchandise tied to participation

Restrictions:

• The Lore & Luster logo may not be the dominant design element
• Your brand/product must remain the primary focus
• Unapproved merchandise will not be permitted for sale at the event

Lore & Luster lives at the intersection of romance and fantasy—where softness meets spectacle. Every visual element should feel intentional, immersive, and emotionally charged.

Overall Direction

Our visual world is rooted in soft opulence and bold imagination, blending delicate romantic details with the grandeur of fantasy storytelling.

Design should feel:

• Dreamlike, not flat
• Layered, not minimal to the point of emptiness
• Emotional, not purely aesthetic
  

Color & Atmosphere

• Blush tones, soft pinks, and warm neutrals create a romantic foundation
• Antique golds and subtle shimmer add richness and elegance
• Earthy greens and florals ground the brand in nature and fantasy

Together, these elements should evoke:

• Enchanted forests
• Ballroom evenings
• Fairytale intimacy

Textures & Details

Texture is essential to the Lore & Luster identity. Flat design should be avoided in favor of layered, tactile visuals.

Incorporate:

• Watercolor and dried florals
• Glitter, sparkles, and soft light effects
• Gentle gradients and organic shapes

Every detail should feel curated and not decorative for decoration’s sake, but purposeful in building atmosphere.

Imagery Style

Imagery should tell a story at a glance.

Prioritize:

• Movement (flowing fabric, wind, motion)
• Emotion (longing, connection, wonder)
• Environment (castles, forests, candlelight, celestial elements)
  

Avoid:

• Harsh lighting
• Overly modern or sterile environments
• Anything that breaks immersion

If it doesn’t feel like a scene from a novel, it doesn’t belong.

Core Tone

Our voice is:

• Immersive - it pulls the audience into a world
• Emotional - it prioritizes feeling over information
• Elevated - it feels intentional, not casual or rushed
• Welcoming - it invites, never excludes

We are not a corporation. We are a world people step into.

Writing Style

• Use evocative, sensory language
• Write with rhythm and flow - not just clarity
• Speak directly to the reader (“you”) to create connection
• Let messaging feel like storytelling, not marketing

What to Avoid

• Corporate or transactional language
• Overly casual phrasing that breaks the fantasy
• Flat, purely informational copy without emotion

Guiding Principle

Every piece of copy should feel like the first page of a story: something that makes the reader want to step further in.