Brand Tone

Artistic & Creative, Passionate, Quality-Conscious, Empowering & Expressive, Community-Oriented & Ethical, Proudly Canadian

Brand Values

• •Originality & Artistry
• •Quality Craftsmanship
• •Ethical Practices
• •Supporting Artists
• •Self-Expression & Individuality
• •Inclusivity & Diversity
• •Heritage & Family
• •Innovation

Best Practices

• •Always Emphasize 'Original Art': Consistently highlight that the designs are derived from original artwork, reinforcing uniqueness and artistic value.
• •Use words like 'vibrant,' 'inspire,' 'unleash,' 'passion,' and 'bold'.
• •Build trust and appeals to conscious consumers.
• •Speak to 'Wearable Art': Frame the products not just as clothing, but as pieces of art that can be worn and experienced daily.
• •Use Consistent Canadian Identity (where appropriate): Gently remind the audience of the brand's Canadian roots, especially when targeting the Canadian market or highlighting specific Canadian-themed collections.

Social Perception

An ethical and socially responsible company that values artists and sustainable practices. A brand that allows for vibrant self-expression. A family-rooted business with a passion for art.

Copy Examples

• •Unleash Your Inner Artist with Every Step.
• •Designs are described as 'for the bold and the beautiful.'
• •Supporting artists, ethical North American production, and vibrant original designs.
• •Feel the quality, express your spirit.
• •Unleash your inner artist and step out in confidence.