Brand Tone

Authentic, Mindful/Intentional, Curated/Considered, Appreciative (of imperfection & uniqueness), Sustainable, Calm & Gentle

Brand Values

• •Sustainability
• •Individuality/Uniqueness
• •Quality & Detail
• •Mindful Consumption
• •Authenticity
• •Beauty in Imperfection

Best Practices

• •Embrace Imperfection in Language: While maintaining clarity, don't be afraid of slightly more poetic, reflective, or less overtly "salesy" language. Use words that evoke feeling and story.
• •Highlight Sustainability Naturally: Weave in the sustainable aspect as an inherent benefit and value, rather than a forced talking point. Focus on the beauty and uniqueness that comes with pre-loved items.
• •Focus on "Curation" and "Intentionality": Remind the audience that pieces are hand-picked and chosen with care, reinforcing the value beyond just the garment itself.
• •Tell Stories (Implicitly or Explicitly): Encourage the idea that each piece has a past and a future. Use evocative descriptions that hint at the character of the clothing.
• •Maintain a Gentle, Authentic Voice: Avoid hype or aggressive calls to action. The tone should feel like a thoughtful recommendation from a trusted friend who appreciates quality and uniqueness.

Social Perception

Ethical and Conscious, Stylish and Unique, Trustworthy (in curation), Niche but Growing

Copy Examples

• •Instagram Post (Image of a unique vintage jacket): More than just a jacket, it's a story retold. Discover pieces with soul, curated for the conscious wardrobe. #WabiSabiStyle #VintageFinds #SustainableFashion #UniqueThreads
• •Website Banner: The Wabi Sabi Collective: Embrace the beauty of imperfection. Shop our curated collection of vintage, pre-loved, and unique new pieces.
• •TikTok Video Caption (Showcasing a haul of new arrivals): Freshly sourced, timeless style. Each piece chosen with love and an eye for the beautifully imperfect. What story will your wardrobe tell? ✨ #TheWabiSabiCollective #MindfulFashion #PrelovedGems #SustainableStyle
• •Email Newsletter Snippet: This week, we're celebrating the quiet charm of enduring quality. Explore our latest arrivals – thoughtfully selected garments that bring a touch of wabi-sabi grace to your everyday.
• •Product Description (for a slightly worn but beautiful vintage dress): Perfectly imperfect, this vintage piece carries the gentle marks of a life well-lived. Its enduring design and quality craftsmanship offer a unique beauty that transcends fleeting trends. Ready for its next chapter with you.