Brand Tone

thoughtful, sincere, educational, approachable, passionate, direct, and honest

Brand Values

• •Sustainability
• •Quality & Longevity
• •Transparency & Ethics
• •Simplicity & Timelessness
• •Accountability

Best Practices

• •Lead with Education, Not Exclusivity: Always explain the 'why' behind your products. Focus on the benefits of circularity and quality materials. The tone should be inclusive and informative, inviting customers to join a movement rather than just buy a product.
• •Use Honest and Direct Language: Avoid jargon and hyperbole. Phrases like "Here is my small start" and "This is not your usual sales pitch" from the founder build trust and authenticity. Stick to this candid and humble voice.
• •Emphasize 'Investment' Over 'Expense': Acknowledge the price point by framing it as a long-term investment in a garment that is designed to last, thereby saving money and resources over time compared to fast fashion. Use phrases like "save up for one 'good' jumper."
• •Tell a Human Story: Continue to share the narrative of the brand's founder, the Italian spinners, and the UK knitters. This personalizes the brand, moving it beyond just a product to a collective of passionate individuals.
• •Maintain a Consistent Visual Language: The visual content on Instagram and the website should always reflect the brand's values. Use natural light, calm settings, and focus on the tactile beauty of the knitwear. This reinforces the message of natural, timeless quality.

Social Perception

Bee & Sons is perceived as a credible and authentic leader in the sustainable fashion space, genuinely committed to its mission, not just "greenwashing". With the founder's background in high fashion, it holds an air of authority and style, differentiating it from other eco-brands. The brand is seen as a thoughtful disruptor, offering tangible solutions to textile waste, positioned as a luxury, niche brand for conscious consumers willing to invest in quality and sustainability.

Copy Examples

• •Introducing the Autumn Edit. Timeless silhouettes, crafted from nature's finest recycled yarns. These are not just sweaters; they are stories of renewal, designed to be loved and lived in for seasons to come. Because the most beautiful fashion is the kind that lasts. #BuyLessLoveLonger
• •Your Bee & Sons knit has a future. Worn and loved it? Well take it back. Broken? Well mend it. When it has lived its last cozy day, well recycle it into new yarn to begin the story all over again. This is fashion that never becomes waste. This is circularity. #RecycleRejoice
• •Feel the difference of true recycled cashmere. Sourced from the world's finest recyclers in Prato, Italy, and spun into cloud-soft comfort. Our knits are a testament to the idea that luxury doesnt have to cost the earth. #SustainableLuxury #MadeToLast
• •Slow Sundays and a sweater that feels like a hug. We believe in creating pieces that become part of your life's best moments. Simple, sustainable, and oh-so-soft. #BeeAndSons #ConsciousComfort
• •Waste Not, Want Knit. Our philosophy is simple: buy one good jumper instead of five bad ones. Invest in quality, cherish your clothes, and join us in closing the loop on fashion.