Brand Tone

Sophisticated & Elegant, Empowering & Confident, Aspirational & Modern, Direct & Informative, Playful & Engaging

Brand Values

• •Empowerment
• •Quality & Craftsmanship
• •Style & Elegance
• •Modernity & Cosmopolitanism
• •Individuality & Self-Expression
• •Excellence (derived from the name "Areté")

Best Practices

• •Embrace "Empowered Elegance": Ensure copy consistently blends sophistication with a message of strength and confidence. Use strong verbs and evocative adjectives that reflect both grace and power.
• •Speak to the "Modern Muse": Address the target audience as intelligent, multifaceted women who appreciate quality and style. Avoid overly casual slang unless it's a deliberate, playful choice in a specific context (like the mini dress blog post).
• •Highlight Quality & Design Intent: Subtly weave in mentions of craftsmanship, unique design inspirations (like the East/West fusion or mythological names), and the thought behind each piece.
• •Maintain Visual-Verbal Cohesion: Ensure the tone of the copy aligns seamlessly with the high-quality, stylish imagery used on the website and social media. The words should enhance the visual story.
• •Develop a Brand Lexicon: Create a list of on-brand words (e.g., empower, inspire, chic, sophisticated, bold, timeless, modern, craft, excellence) and words to generally avoid (e.g., cheap, basic, common) to guide all content creation. Refer to the brand's own "About Us" and collection descriptions for inspiration.

Social Perception

The brand appears to be perceived as a provider of stylish, elegant womenswear. The association with "powerful women" and "empowered looks" suggests an image of a brand that caters to confident individuals. The Greek-inspired naming of items adds a touch of classicism and intellect to the modern designs.

Copy Examples

• •Instagram Post Caption (New Collection Launch): Step into your power. The new HERA Collection has arrived, crafted for the woman who commands attention with grace and style. Discover pieces that speak to your strength. #AreteReadyToWear #NewCollection #EmpoweredElegance #ModernWoman
• •Website Banner Text: ARETE: Where modern design meets timeless elegance. Dress the part. Own your story.
• •Email Subject Line (Sale Promotion): Elegance Redefined: Unlock exclusive savings on your ARETE favorites.
• •Product Description Snippet (for a versatile dress): The ATHENA Dress: From boardroom confidence to evening allure, this piece is your canvas for self-expression. Impeccably tailored, effortlessly chic – because you are ready for anything.
• •Facebook Ad Copy: Tired of blending in? ARETE ready-to-wear offers bold, sophisticated fashion for women who define their own style. Shop our latest arrivals and discover the art of dressing powerfully. [Link to website]