Brand Tone

Empowering, Chic, and Conscious

Brand Values

• •Authenticity
• •Quality
• •Sustainability
• •Empowerment
• •Individuality

Best Practices

• •Lead with Authenticity: Continue to anchor the brand story in the founder's personal journey. This creates a genuine and relatable connection that differentiates it from larger, faceless corporations.
• •Balance "Chic" with "Conscious": In all copywriting, ensure that the message of style and elegance is paired with the values of sustainability and quality. For example, "Timeless design, sustainably made."
• •Use Empowering Language: Employ strong, positive verbs and adjectives that inspire confidence. Phrases like "embrace your true self," "rewrite the rules," and "bold expression" reinforce the brand's mission.
• •Educate, Don't Just Sell: Use product descriptions and social posts to educate the audience about the sustainable fabrics and ethical production processes. This builds trust and justifies the premium positioning.
• •Maintain a Consistent Visual and Verbal Identity: Ensure the sophisticated, clean aesthetic of the website and products is mirrored in the language—clear, elegant, and direct. Avoid overly casual slang or hype-driven marketing to maintain the brand's chic and timeless appeal.

Social Perception

The social perception of AFTERNINE is currently shaped by its intended image as a high-quality, sustainable, and stylish fashion label, primarily communicated through its own channels and the founder's established online presence as a fashion influencer. Due to its relative newness and scarcity of external reviews, the brand's reputation is largely built on the credibility and following of Janine Wiggert, with an implied perception of authenticity and trustworthiness for her followers.

Copy Examples

• •Berlin's energy in every thread. Our new collection is for the woman who owns her story and dresses for herself. Discover timeless style, consciously crafted. #AFTERNINE #EffortlessElegance #SustainableFashion
• •Your second skin. Our Organic Cotton Bra combines minimalist design with the softest, certified-sustainable fabric for comfort that feels as good as it looks. Because true style starts with what's underneath. #AFTERNINEBerlin #QualityComfort #ConsciousChic
• •FROM MUSE TO MAKER: I spent years sharing fashion I loved, but I always dreamt of creating it. AFTERNINE is that dream. It's more than a brand; it's a feeling of confidence and authenticity I want to share with you. Welcome to our world. - Janine Wiggert
• •Fashion that aligns with your values. At AFTERNINE, we choose quality over quantity and sustainability over seasons. Our pieces are designed in Berlin and made in Portugal, because how your clothes are made matters. #WearYourValues #AFTERNINE
• •Bold Self-Expression. Effortless Elegance. Welcome to a world where confidence, style, and consciousness come together. [Shop The Collection]