Brand Tone

Bold & Unapologetic, Joyful & Exuberant, Playful & Humorous, Provocative & Rebellious, Artistic & Maximalist, Empowering

Brand Values

• •Craftsmanship
• •Individuality & Self-Expression
• •Inclusivity & Diversity
• •Joy & Optimism
• •Social & Political Commentary
• •Authenticity & Emotional Connection
• •Cultural Fusion

Best Practices

• •Embrace Bold & Active Language: Use strong verbs and direct statements. Avoid passive voice. The language should feel energetic and confident, reflecting the vibrancy of the designs.
• •Inject Playfulness & Wit: Don’t be afraid to use clever wordplay, subtle humour, or a slightly irreverent tone where appropriate. This aligns with the brand's subversive and joyful spirit.
• •Champion Inclusivity in Every Message: Ensure language is welcoming and representative of diverse audiences. Reflect the brand's core value of celebrating all forms of individuality.
• •Highlight Craftsmanship & Artistry with Passion: When describing products, use vivid, sensory language that conveys the intricate detail, the feel of the fabrics, and the impact of the colours and sequins. Emphasize the 'hand-made' and 'artisanal' aspects.
• •Be Unapologetically Statement-Oriented: Whether it's a direct call to action for self-expression or a subtle nod to a social issue, ensure the copy has a point of view. ASHISH is not a neutral brand; its copy should reflect its willingness to take a stand and spark conversation.

Social Perception

High-Fashion & Avant-Garde, Celebrity Favourite, Bold & Daring, Culturally Resonant, Artistic & Creative, Pioneering & Influential, Joyful Escapism

Copy Examples

• •Headline: DON'T JUST EXIST. SPARKLE. Body: Life’s too short for boring clothes. Unleash your inner fabulous with hand-embroidered sequins that say more than words ever could. Dare to be you. Dare to be ASHISH. #ASHISH #BeSeenBeHeard #GlitterRevolution
• •Headline: WEAR YOUR VALUES. LOUDLY. Body: More than just fashion, it’s a statement. Each stitch, each sequin, a testament to joy, inclusivity, and the art of being unapologetically yourself. Stand for something. Sparkle while you do it. #ASHISH #FashionWithPurpose #DiversityInSparkle
• •Headline: THE ANTIDOTE TO ORDINARY. Body: Handcrafted. Heartfelt. Unapologetically vibrant. ASHISH is for those who paint their own world in bold colours and dazzling light. Discover pieces as unique as your story. #ASHISH #MaximalistMagic #HandcraftedLuxury
• •Headline: GLAMOUR IS A REBELLION. JOIN THE UPRISING. Body: In a world that tries to dim your shine, we offer armour. Sequins that deflect negativity, colours that celebrate life. This isn't just a dress; it's a declaration. #ASHISH #RebelliousJoy #SequinsArePower
• •Headline: FROM INDIA, WITH LOVE & SPARKLE. TO THE WORLD, WITH ATTITUDE. Body: Fusing generations of artisanal craftsmanship with a modern, fearless spirit. ASHISH brings you more than clothes – we bring you wearable art that tells a story of heritage, heart, and a little bit of hell-raising. #ASHISH #IndianCraftsmanship #GlobalGlamour #MadeToShine