Brand Tone

Passionate, Curated, Elegant, Conscious, Authentic

Brand Values

• •Sustainability
• •Authenticity & Uniqueness
• •Quality
• •Timeless Style
• •Conscious Consumption
• •Storytelling/Heritage

Best Practices

• •Develop a Brand Voice Chart: Document your core tones (Passionate, Curated, Elegant, Conscious, Authentic) with examples of "do's and don'ts" for word choice, sentence structure, and common phrases. This ensures everyone writing for the brand is aligned.
• •Emphasize "Why" Over "What": Instead of just describing an item (e.g., "Blue silk dress"), explain *why* it's special (e.g., "A handpicked 1970s azure silk gown, embodying the free-spirited elegance of its era and offering a sustainable alternative to today's fleeting trends."). This connects to values like storytelling and consciousness.
• •Use Evocative and Quality-Focused Language: Incorporate words that reflect elegance, authenticity, and the curated nature of the collection. Terms like "meticulously selected," "timeless treasure," "genuine," "heritage," "enduring quality," and "conscious choice" reinforce the brand's values.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy on social media and the website aligns with the aesthetic of the photography. For Abiti Vintage, this means pairing elegant, high-quality images with equally sophisticated and thoughtful text.
• •Audience-Specific Nuances While Staying True to Core: While the core tone remains consistent, slightly adjust the emphasis for different platforms. For Instagram, lean more into aspirational and visually descriptive language. For direct sales communication (like potential Facebook sale posts or DMs), be clear and helpful but still frame it within the brand's values of quality and authenticity. Avoid overly casual slang that might dilute the "elegant" and "curated" feel.

Social Perception

Customers likely perceive Abiti Vintage as a source for high-quality, unique, and sustainable fashion and as a purveyor of exclusive vintage garments.

Copy Examples

• •Beyond Trends, Beyond Seasons. Discover handpicked vintage at Abiti Vintage – where every piece tells a story of timeless elegance and conscious style. #AbitiVintage #SustainableFashion #TimelessStyle
• •Unearth Authenticity. Our latest collection features meticulously curated vintage treasures, each chosen for its unique character and enduring quality. Explore unique finds at abitivintage.se. #VintageFinds #AuthenticStyle #CuratedFashion
• •Fashion with a Conscience. Fall in love with vintage that’s as kind to the planet as it is to your wardrobe. Hand-selected for you by Abiti Vintage. #ConsciousConsumption #VintageLove #GothenburgVintage
• •The Art of Dressing, Reimagined. At Abiti Vintage, we believe in the enduring power of beautifully crafted garments. Find your next iconic piece from our exclusive vintage selection. #ElegantVintage #DesignerFinds #SustainableLuxury
• •More Than Just Clothing. It's a piece of history, a mark of quality, a step towards a more sustainable future. Embrace the Abiti Vintage philosophy. Shop our collection online. #HandpickedVintage #StoryInEveryStitch #FashionWithIntegrity