Brand Tone

Elegant & Sophisticated, Traditional & Heritage-Focused, Trustworthy & Quality-Conscious, Customer-Centric & Approachable

Brand Values

• •Tradition & Heritage
• •Quality & Craftsmanship
• •Elegance & Timelessness
• •Customer Satisfaction
• •Innovation
• •Sustainability

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal attributes (e.g., "Elegant," "Respectful," "Warm," "Authoritative"), preferred vocabulary (and words to avoid), and grammatical style. This ensures everyone writing for the brand is aligned.
• •Emphasize Heritage and Craftsmanship: Consistently weave in the brand's long history (since 1942), commitment to traditional techniques, and the skill of the artisans. Use evocative language that speaks to the richness of Indian textiles.
• •Focus on Quality and Exclusivity: Use descriptive words that highlight the superiority of materials (e.g., "pure silk," "finest cotton," "handcrafted"), the intricacy of designs ("meticulous embroidery," "exquisite weave"), and the unique nature of the pieces.
• •Maintain an Elegant and Sophisticated Language: Avoid overly casual slang, colloquialisms, or overly aggressive sales language. Opt for a more refined and respectful tone that reflects the premium nature of the products and the brand's legacy.
• •Showcase Customer Stories (with permission): Integrate customer testimonials and experiences that align with the brand's values of quality, trust, and timeless style. This adds authenticity and social proof to the brand's narrative. Ensure these stories are presented in a way that matches the overall elegant tone.

Social Perception

Established & Reputable, Go-To for Ethnic Wear, Especially Bridal, Synonymous with Quality & Tradition, Trusted & Reliable

Copy Examples

• •Greenways: Weaving a Legacy of Elegance Since 1942. Discover timeless ethnic wear crafted for the modern woman.
• •Embrace the artistry of generations with our [Saree Type, e.g., Handloom Banarasi Silk Saree]. Each thread tells a story of meticulous craftsmanship, woven from the finest [Fabric] to drape you in unparalleled grace. A masterpiece born in India, designed for the world.
• •Introducing 'Parampara' - our new collection that beautifully marries age-old traditions with contemporary allure. Experience the exquisite detailing and luxurious fabrics that define Greenways. Explore the collection in-store and online.
• •For over 80 years, Greenways has been synonymous with trust and the finest Indian ethnic wear. We honor our heritage by collaborating with skilled artisans, ensuring every piece is a testament to timeless style and impeccable quality.
• •Drape Yourself in Heritage: Exclusive Preview of Greenways' Festive Collection.