Brand Tone

Irreverent & Witty, Bold & Unapologetic, Playful & Youthful, Authentic & Raw, Confident & Cool

Brand Values

• •Individuality & Self-Expression
• •Humor & Playfulness
• •Authenticity
• •Rebellion & Subversion
• •Nostalgia & Pop Culture
• •Inclusivity

Best Practices

• •Embrace the Weird & Witty: Don't be afraid to be unconventional. Use humor, puns, and a slightly sarcastic or dry wit. The copy should feel like an inside joke that your audience gets.
• •Keep it Short, Punchy & Direct: Especially for social media. Get to the point with confidence. Use strong verbs and minimal fluff. Think bold statements rather than lengthy explanations.
• •Visuals and Voice Must Match: The edgy, playful, and often raw visual aesthetic of the brand should be perfectly complemented by the copy. If the image is a bit "off-kilter," the copy can lean into that.
• •Speak to Your "Girl Gang": Cultivate a sense of community and shared identity. Use language that resonates with the "cool girl," slightly rebellious, and fashion-forward individual who doesn't take herself too seriously.
• •Authenticity is Key; Ditch the Corporate Speak: Avoid overly polished, generic marketing language. The tone should feel genuine to the designer's own voice – a bit rebellious, creative, and unapologetically herself.

Social Perception

Cult Brand & Niche Appeal, Trendsetting & Influential, Edgy & Rebellious, Fun & Quirky, Distinctive & Recognizable, Empowering (for a specific demographic), Initially Misunderstood by Some

Copy Examples

• •Instagram Post (New Arrival - Graphic Tee): "Your new favourite tee. Or whatever. It’s got a [quirky motif, e.g., 'sad cat / happy sperm'] on it. You need it. (Image of the tee styled with an edgy, cool look)."
• •Product Description (Statement Hair Clip): "Bad hair day? Good hair day? Who cares. Stick this [slogan, e.g., 'ERROR'] clip in and own it. Instant attitude."
• •Email Subject Line (Sale): "Don't Panic (but our sale is on)."
• •Website Banner (New Collection): "Pretty. Awkward. Ours. The new collection just dropped."
• •TikTok Video Caption (Behind-the-scenes at a shoot): "Chaos, but make it fashion. 💅 #AshleyWilliamsLondon #BTS #LondonFashion"