Brand Tone

aspirational, confident, feminine, approachable, and appreciative

Brand Values

• •Quality and Timelessness
• •Confidence and Empowerment
• •Customer-Centricity
• •Emerging Focus on Sustainability

Best Practices

• •Lead with "Feel": Center the copy around the feeling the clothes evoke—confidence, beauty, comfort, and empowerment. Use emotive and sensory words that connect the product to an experience.
• •Maintain an Aspirational Aesthetic: Ensure all visuals (photos, videos) and descriptions transport the customer. Use language that paints a picture of a dream vacation, a perfect beach day, or a moment of pure relaxation.
• •Amplify Customer Voices: Continuously leverage user-generated content and positive reviews in marketing materials. Sharing real customers' experiences reinforces trust and authenticates the brand's promises of a flattering fit and quality.
• •Balance Timelessness with Trendiness: While the designs are "timeless," the copy should feel current. Use contemporary language and engage with social media trends (especially on TikTok and Instagram) without sacrificing the brand's core sophisticated tone.
• •Be Transparent and Personable: Continue sharing behind-the-scenes content and be open about brand developments, such as new sustainable collections or responses to customer feedback. This humanizes the brand and strengthens the community connection.

Social Perception

Angie The Label is perceived as a trustworthy and desirable brand for high-quality, stylish, and affordable swimwear. Customers see it as a go-to label for summer and vacation apparel that is both beautiful and functional. The perception is that of a reliable Australian brand delivering on its promise of quality and style, fostering organic ambassadorship through positive customer experiences.

Copy Examples

• •Sun-kissed confidence. Our new Santorini set was designed to move with you, from ocean dips to golden hour. Feel beautiful, feel unstoppable. #AngieTheLabel #SummerStyle
• •Your Forever Summer. Discover timeless resort wear, designed in Australia to make you look and feel incredible. Quality you can live in.
• •Effortless elegance, redefined. The Positano Dress hugs your curves in all the right places, crafted from 100% breathable cotton for sun-drenched days and balmy nights. Its daring low back and figure-hugging silhouette aren't just details—they're a statement. Step into your most confident self.
• •Your next vacation outfit is here ✨
• •One suit. Endless confidence.