Brand Tone

Considered & Thoughtful, Understated & Sophisticated, Authentic & Appreciative (of craft), Calm & Easy, Quietly Confident

Brand Values

• •Quality & Durability
• •Simplicity & Functionality
• •Sustainability & Local Manufacturing
• •Timelessness
• •Thoughtfulness & Ease
• •Artisanal Approach

Best Practices

• •Prioritize Clarity and Simplicity: Avoid jargon or overly trendy language. Let the quality of the product and the thoughtfulness of the design speak for themselves. Use concise, direct sentences.
• •Emphasize Craftsmanship and Materials: Detail the origin of materials (e.g., "GOTS-certified cotton," "Italian nubuck"), the manufacturing process ("Made in Canada," "family-owned mills"), and construction details that highlight quality.
• •Focus on Longevity and Timelessness: Frame products as investments rather than fleeting trends. Use words like "enduring," "permanent," "stands the test of time."
• •Evoke a Sense of Ease and Understatement: The copy should feel calm, confident, and unpretentious. Reflect the brand's desire to bring "ease to activity."
• •Maintain Visual-Verbal Cohesion: Ensure the language used in copy perfectly complements the minimalist, high-quality aesthetic of the brand's visuals on Instagram and the website. The words should feel as considered as the images.

Social Perception

High-Quality & Well-Made, Ethical & Local, Appreciated by a Niche Audience, Growing International Recognition, Collaborative & Cultured

Copy Examples

• •Instagram Post (New Sweatshirt): "Engineered for enduring comfort. Our [Sweatshirt Name], meticulously crafted in Canada from premium GOTS-certified cotton. Designed for today, tomorrow, and years to come. #BodyofWork #MadeinCanada #TimelessDesign"
• •Website Product Description (T-Shirt): "The essential [T-Shirt Name]. Cut from a lightweight yet substantial cotton jersey, offering a refined fit and a soft hand-feel that only improves with time. A quiet statement of quality and considered simplicity. Locally sourced and produced."
• •Email Newsletter (Seasonal Collection): "Introducing our latest collection—a curated selection of pieces that continue our dialogue on ease and permanence. Discover garments built with integrity, designed to seamlessly integrate into your life. Explore the new arrivals from Body of Work."
• •About Us Snippet: "At Body of Work, we believe in the quiet power of well-made things. We create artisanal sportswear in Canada, emphasizing sustainable practices, functional design, and enduring quality. Each piece is a testament to considered craftsmanship."
• •Collaboration Announcement: "A meeting of minds: Body of Work partners with [Collaborator Brand]. Sharing a mutual respect for artisanal production and timeless utility, this limited collection embodies our commitment to thoughtful design. Available [Date]."