Brand Tone

romantic, whimsical, dark, and slightly mysterious, yet approachable and inclusive

Brand Values

• •Ethical Production
• •Sustainability
• •Quality & Design
• •Inclusivity
• •Customer Connection
• •Passion for the Aesthetic
• •Self-Expression

Best Practices

• •Embrace the Romance of the Dark: Use evocative and descriptive language that paints a picture of moonlit castles, misty forests, and candlelit libraries. Words like "ethereal," "velvet," "lace," "midnight," "enchantment," and "mystère" can enhance this.
• •Weave in Whimsy and Practicality: Juxtapose the romantic and gothic elements with a touch of lightheartedness or by highlighting practical features (like pockets). This makes the brand feel relatable and down-to-earth despite its fantastical aesthetic.
• •Champion Your Values: Consistently mention ethical production, vegan materials, and sustainability efforts in your copy. This reinforces brand integrity and appeals to conscious consumers.
• •Speak Inclusively and Connect Authentically: Use welcoming language. Share customer stories or photos (with permission) to build community. Respond to comments and messages with the same friendly and appreciative tone seen in existing customer interactions.
• •Maintain Visual-Verbal Cohesion: Ensure your copywriting complements the visual aesthetic of your brand. If the imagery is dark, romantic, and detailed, the language should echo these qualities, creating a fully immersive brand experience.

Social Perception

high-quality, ethical, and unique brand within the alternative fashion space

Copy Examples

• •Headline: Drape Yourself in Midnight & Moonlight. Our New Collection Has Arrived. Body: Step into a world of velvet and lace with the latest enchantments from Blackwood Castle. Ethically crafted, VveBgan, and designed for those who find beauty in the shadows. Because your magic deserves to be seen.
• •Headline: For the Love of Pockets & Poetry. Body: We believe that elegance shouldn't mean sacrifice. Our Victorian-inspired dresses feature deep, practical pockets, perfect for carrying your favorite chapbook or ancient relics. Haunt your favorite castles in style and comfort.
• •Headline: Ethically Conjured. Wickedly Beautiful. Body: At Blackwood Castle, every stitch is a statement. Our garments are 100% vegan and made in certified ethical facilities. Look divine, knowing your attire aligns with your values. Plus, every purchase helps plant a tree and clean our oceans.
• •Headline: Not Just a Dress, It's an Armour of Self-Expression. Body: Unleash your inner romantic, your gothic spirit, your whimsical soul. Blackwood Castle provides the attire for every facet of your unique story. Designed in Canada, for every body and every story.
• •Headline: Hauntingly Beautiful. Surprisingly Practical. Body: Who says you can't have it all? Our latest arrivals blend ethereal gothic charm with the everyday comfort you crave. Think flowing skirts with hidden pockets, and corsetry details you can actually breathe in. Explore the magic.