Brand Tone

Aspirational, sophisticated, and serene. Friendly and approachable, yet elegant and luxurious. Language is evocative and sensory, focusing on fabric feel and associated lifestyle, confident but understated.

Brand Values

• •Quality & Luxury
• •Timeless Style
• •Comfort
• •Sustainability & Social Responsibility
• •Authenticity

Best Practices

• •Always start by evoking the feeling of wearing a Burgess sweater—comfort, luxury, coziness, elegance. Use sensory and evocative language to draw the customer in.
• •In every piece of copy, subtly reference at least one core value: timelessness, quality, sustainability, or comfort. This reinforces the brand identity consistently.
• •Remind the audience of the brand's authentic origin and inspiration—Newport, coastal living, and a founder's passion. This adds depth and distinguishes the brand from mass-market competitors.
• •Highlight how the pieces can be styled for different occasions and how they are investment pieces that will last for years. Use phrases like "from day to night" or "a piece you'll reach for time and time again."
• •Avoid overly casual slang or corporate jargon. The tone should feel like a recommendation from a stylish, trusted friend—knowledgeable and refined, yet warm and welcoming.

Social Perception

A high-end, niche brand specializing in quality knitwear for women who appreciate classic style and invest in well-made, lasting pieces. Positioned as a desirable and trusted name in 'quiet luxury,' valuing softness, quality, and sustainability.

Copy Examples

• •Some layers are for a season. Others are for a lifetime. Our signature Travel Coat, spun from the softest blend of cotton and cashmere, is crafted for every memory-making moment. Where will your adventures take you? #BurgessSweaters #TimelessStyle #LuxuryKnitwear
• •An icon of effortless elegance. The Jane Cable Crewneck reimagines a timeless classic with our signature cotton-cashmere yarn for unparalleled softness and a fit that feels like it was made for you. Intricate cable knitting provides beautiful texture, making it a sophisticated staple you'll reach for again and again. Luxuriously crafted, consciously made.
• •Feel the serene touch of the seaside with the latest arrivals from The Burgess Collection. Inspired by the tranquil hues of a Newport morning, each piece is a promise of comfort and understated luxury. Discover new silhouettes and returning favorites, all spun from our sustainable yarns. Wrap yourself in elegance.
• •From coast to coast, your wardrobe should be as versatile as your itinerary. Burgess Sweaters offers timeless, luxurious knitwear that blends effortless style with ultimate comfort. Made from sustainable cotton and cashmere. Discover your new favorite layer.
• •Your moment of quiet luxury. ✨ Our sweaters are more than just clothing; they're an experience. Soft, sustainable, and beautifully made for a life of simple elegance. | Burgess Sweaters | Cozy Style | Sustainable Fashion | Quiet Luxury