Brand Tone

Aspirational yet Accessible, Conscious and Informed, Community-Focused and Friendly, Stylish and Curated, Positive and Passionate

Brand Values

• •Sustainability and Ethical Practices
• •Support for Australian and Local Designers
• •Quality and Timeless Design
• •Inclusivity
• •Community Connection
• •Customer Service
• •Authenticity

Best Practices

• •Embrace "Conscious Coastal" Language: Use words that evoke nature, the sea, mindfulness, quality, and effortless style. Think "sun-drenched," "thoughtfully curated," "gentle on the earth," "timeless."
• •Tell a Story, Don't Just Sell: Connect with customers by sharing the stories behind the brands, the inspiration for a collection, or how a piece fits into a conscious lifestyle. Highlight the "why" behind your products.
• •Maintain a Friendly and Inclusive Voice: Address your audience directly and warmly. Use phrases like "we love," "our community," "discover your style." Ensure your language feels welcoming to all women.
• •Highlight Values Consistently: Weave in mentions of sustainability, ethical production, and support for Australian designers naturally within your product descriptions, social media posts, and journal entries. It shouldn't feel forced but rather an integral part of the brand's DNA.
• •Keep Visuals and Copy Aligned: Ensure the tone of your written content matches the aesthetic of your imagery. If your visuals are light, airy, and natural, your copy should reflect that same feeling – avoid overly formal or aggressive sales language.

Social Perception

Trusted Source for Quality and Style, Community-Oriented and Welcoming, Ethically Conscious Retailer, Iconic and Respected, Aspirational Lifestyle Brand

Copy Examples

• •Meet your new forever dress. ✨ Crafted from organic linen by our friends at [Australian Designer Brand], this beauty is as kind to the planet as it is to your style. Effortless, breathable, and designed to be loved for seasons to come. Discover the latest arrivals online and in-store – link in bio. #SustainableStyle #AlteriorMotif #AustralianDesigner #ConsciousFashion #CoastalLiving
• •Hello [Customer Name],This week, we're diving deep into the essence of coastal living with pieces that speak to sun-kissed days and balmy evenings. From flowing silhouettes by [Brand Name] to handcrafted accessories by local artisans, find something special that tells your story. Plus, explore our latest journal post on three ways to build a more sustainable wardrobe.Shop the edit: [Link]
• •Championing Australian Design 🇦🇺 At Alterior Motif, we're passionate about bringing you the best of local talent. Discover [Designer Name], whose commitment to ethical production and timeless design shines through in every piece. Learn their story and shop the collection that's making waves. #SupportLocal #EthicalFashion #AlteriorMotifLoves #SunshineCoastStyle
• •Elevate your everyday with the [Product Name] knit. Spun from the softest ethically sourced merino wool, this is more than just a basic – it's an investment in enduring style and conscious comfort. Designed for versatility, layer it up or wear it solo for a touch of understated luxury. Because quality and care never go out of fashion. #LuxuryBasics #EthicalKnitwear #AlteriorMotif #InvestmentPiece
• •Transitioning your look from beach day to sunset drinks? ☀️🍹 Easy! Watch how we style the [Item Name] from [Brand Name] with a simple switch of accessories. Effortless style, made for the coast. Shop these pieces in-store or tap the link in bio! #StyleHack #CoastalChic #AlteriorMotif #OOTD #SustainableFashion #ShopLocal