Brand Tone

Modern, minimalist, aspiring to be high-quality, sustainable, inclusive, and empowering. Practical and relatable, especially for moms and those seeking budget-friendly or versatile style.

Brand Values

• •Quality
• •Sustainability
• •Inclusivity
• •Empowerment
• •Individuality & Self-Expression
• •Community
• •Transparency & Accountability

Best Practices

• •Address any current inconsistencies (like the Swedish FAQ or the "Closure Sale" page) to present a unified brand front.
• •Share this guide with everyone who creates content.
• •Understand Your Audience Deeply: Tailor the message to resonate with the target audience (those interested in unisex, sustainable, quality fashion) while maintaining the core brand tone.
• •Train Your Team: Provide training on the brand voice to all employees, especially those in marketing, sales, and customer support, to ensure they embody the brand's personality in all interactions.
• •Be open to refining the brand voice as the brand grows and evolves, but ensure changes are deliberate and align with the core values and mission.

Social Perception

A brand aspiring to be seen as high-quality, sustainable, inclusive, and empowering. A source of practical and relatable fashion advice. Important to address inconsistencies and potential negative perceptions related to pricing and transparency.

Copy Examples

• •"Timeless style meets modern comfort in our latest collection."
• •"Designed for individuality, crafted for durability."
• •"Sustainable fashion that empowers your self-expression."
• •"Versatile pieces for every wardrobe, breaking barriers and building community."
• •"Experience the passion we put into every stitch, ensuring high-quality and long-lasting wear."