Brand Tone

Playful, Youthful, Trendy, Fashion-Forward, Approachable, Engaging, Supportive of Local Talent, Aspirational yet Attainable

Brand Values

• •Creativity and Uniqueness
• •Supporting Local Community/Economy
• •Joy and Playfulness
• •Customer Experience
• •Quality
• •Fashion as Self-Expression

Best Practices

• •Embrace "Happy Go Lucky" in All Communications: Ensure all copy, from social media captions to product descriptions and customer service interactions, reflects a joyful, optimistic, and approachable tone. Use emojis, exclamation points (where appropriate), and positive language.
• •Champion Local Talent Consistently: Regularly highlight the local designers and brands you carry. Tell their stories, showcase their unique perspectives, and explicitly state your pride in supporting the Indonesian fashion community. This reinforces your value of community and local pride.
• •Keep it Visually Playful and Trendy: Match your written tone with your visuals. Use bright, engaging imagery and videos that reflect current trends relevant to your youthful audience. Ensure a cohesive aesthetic across all platforms.
• •Foster Two-Way Conversation: Actively engage with your audience. Ask questions, run polls, respond to comments and DMs promptly and in a friendly manner, and encourage user-generated content. This makes the brand feel more like a friend than a faceless entity.
• •Develop a Brand Voice Guide: Create a simple internal guide that outlines key tone words (e.g., playful, supportive, trendy, approachable, happy), provides examples of on-brand and off-brand messaging, and lists preferred terminology or phrases. This will help ensure consistency, even with multiple team members creating content.

Social Perception

Seen as a Hub for Local Brands, Trendy and Stylish, Community-Focused, Fun and Engaging, Established and Respected, Positive Customer Service

Copy Examples

• •Instagram Post (New Collection Arrival): Unleash your happy! ✨ Our newest collection just dropped, bursting with playful prints and fresh styles from incredible local designers. Ready to find your next favorite outfit? Swing by HGL House or tap to shop online! #HGLHouse #LocalLove #HappyGoLuckyFashion #NewCollection #SupportLocalID
• •TikTok Video Campaign (User Generated Content): Show us YOUR #HGLHappyStyle! 💃🕺 How do you rock your favorite local finds from HGL House? Share a video, tag us @hglhouse, and use the hashtag for a chance to be featured & win a shopping voucher! Let's celebrate creativity together! #HGLHouse #FashionChallenge #OOTDIndonesia #LocalBrandsShine
• •Website Banner (Promoting In-Store Experience): More Than Just Shopping, It's an HGL House Experience! 🎉 Discover unique local fashion, get styled by our Superteam, and soak in the good vibes. Your happy place awaits at [Store Location]! #HGLHouseBandung #ShopLocal #ConceptStore #BandungFashion
• •Email Newsletter (Highlighting a Local Designer): Meet the Maker! 🌟 This week, we're shining a spotlight on [Designer's Brand Name], one of the amazing local talents featured at HGL House. Discover their story, their inspiration, and their stunning new pieces that perfectly capture that #HappyGoLucky spirit. Read more & shop the collection! #HGLHouseSupportsLocal #IndonesianDesigners #FashionStory
• •Product Description (for a playful accessory): Why blend in when you were born to stand out? 😉 This quirky [Product Name] from [Local Brand] is your perfect partner in play. Add a pop of fun to any outfit and let your happy shine through! Limited pieces available – grab yours and get ready to giggle! #HGLHouse #PlayfulStyle #UniqueAccessories #LocalFind #MustHave