Brand Tone

Elegant, Authentic, Versatile

Brand Values

• •Comfort
• •Freedom
• •Simplicity
• •Naturalness & Authenticity
• •Quality & Style
• •Versatility

Best Practices

• •Embrace "Natural Elegance": Ensure copy sounds sophisticated yet accessible. Avoid overly casual slang or overly stiff, archaic language. Focus on clear, graceful phrasing that reflects "naturalness and attitude."
• •Highlight Core Values: Consistently weave in the values of comfort, freedom, and simplicity in product descriptions, social media, and campaigns. Explain *how* a garment delivers on these, e.g., "Made with breathable linen for ultimate comfort and freedom of movement."
• •Speak to Authenticity: Use language that encourages self-expression and being true to oneself, echoing "Ser quem se é." Frame fashion choices as a reflection of inner confidence rather than adherence to fleeting trends.
• •Maintain a Timeless Perspective: While showcasing new arrivals, emphasize the lasting style and versatility of the pieces. Position items as investments in a personal, enduring wardrobe.
• •Create a Persona Guide: Develop a simple guide outlining the brand's voice (e.g., "The Confident & Graceful Friend," "The Assured Stylist") with do's and don'ts for language, sentence structure, and common phrases to ensure anyone writing for the brand stays consistent.

Social Perception

Recognized Locally, Established, Focused on its Own Label

Copy Examples

• •Alícia Store: Elegance that breathes with you. Discover timeless pieces designed for your authentic self. Comfort, freedom, and style, effortlessly woven.
• •Meet the Sofia Dress – where sophisticated simplicity meets everyday ease. Crafted for comfort and designed to move with you, it’s the perfect expression of your natural style, from morning meetings to evening moments. Be effortlessly you.
• •Embrace the beauty of being unapologetically you. Our latest collection is an ode to natural elegance and the freedom to express your unique style. Discover pieces that feel like they were made just for you. #AliciaStore #SerQuemSeÉ #ModaComAlma #TimelessStyle
• •Feel Beautifully You: New Arrivals at Alícia Store ✨
• •Since 2004, Alícia Store has believed in fashion that empowers. We craft timeless, versatile pieces that celebrate your individuality. It’s more than clothing; it’s the comfort of naturalness, the freedom of authentic style.