Brand Tone

light, accessible, and inspiring

Brand Values

• •Quality
• •Affordability
• •Customer-Centricity
• •Community

Best Practices

• •Embrace Radical Honesty: All copy, from product descriptions to social media, must be truthful. This means accurate descriptions of materials, clear and realistic shipping times, and upfront information about the company's location and policies.
• •Prioritize "Show, Don't Tell": Instead of just saying "high quality," use copy to describe why it's high quality. Mention the type of fabric, the origin, the details in the stitching, or the sustainable nature of the material.
• •Adopt a Service-Oriented Tone: All communication should be helpful, respectful, and clear. This is especially crucial in transactional emails, FAQs, and customer service interactions. The tone should be apologetic and solution-focused when addressing problems.
• •Back Up Claims with Proof: If the brand values sustainability or quality, it needs to provide evidence. This could be through certifications, links to supplier stories, or detailed "About Our Materials" pages. The copy should consistently reference these proofs.
• •Be Consistent Across All Channels: The trustworthy, transparent, and quality-focused tone must be the same everywhere—on the website, in ads, on Instagram, and especially in customer service responses. A single inconsistent experience can validate the negative perceptions the brand currently faces.

Social Perception

Overwhelmingly negative; widely viewed as an untrustworthy e-commerce site due to issues with product quality, delivery, and returns, leading to a reputation as a business to be avoided.

Copy Examples

• •Style You Love, Quality You Can Trust. We're Bellaso, a European brand committed to honest prices, ethical production, and clothing that lasts. See our supplier code of conduct.
• •(Image: A close-up shot of the fabric and stitching on a dress) Caption: It's all in the details. We believe beautiful design requires beautiful construction. That’s why our linen-blend dresses are made with reinforced seams and pre-washed for softness and durability. Quality you can not only see, but feel. #BellasoQuality #SlowFashion
• •The Anya Linen Blouse: Effortlessly chic, this piece is crafted from 100% organic linen sourced from our partners in Portugal. Expect a delivery window of 3-5 business days within Germany. Not the perfect fit? Our 30-day free return process is simple. We even cover the postage. Your satisfaction is our priority.
• •Fashion should feel good—in every sense. Bellaso was founded to challenge the idea that you have to choose between affordability, ethics, and style. We've spent years building relationships with suppliers who share our values of quality craftsmanship and worker welfare. We're not perfect, but we are committed to transparency every step of the way. Here's how.
• •Subject: Your Bellaso return has been processed. Hi [Customer Name], just a confirmation that we have received your returned item(s) and have issued a full refund to your original payment method. We're sorry it wasn't a perfect match this time, but we appreciate you giving us a try. We value your feedback—if you have a moment, let us know how we can improve.