Brand Tone

Chic, Empowering, and Conversational

Brand Values

• •Self-Expression
• •Local & Ethical Production
• •Quality & Comfort
• •Female Empowerment

Best Practices

• •Lead with "Expression," Not Just "Fashion": Frame every piece of copy around the idea of self-expression. Instead of saying "a stylish t-shirt," use phrases like "a t-shirt that shares your mindset" or "wear your mood." This reinforces the core brand value.
• •Always Mention "Fait au Québec": The local and ethical production angle is a major differentiator. This detail should be included in product descriptions, ad copy, and the brand story whenever possible to build trust and justify a premium price point.
• •Use an Empowering and Chic French Tone: Keep the language sophisticated yet accessible. Use French for slogans and key messages to maintain brand identity, but ensure the tone is warm and inviting, not exclusive.
• •Balance Lifestyle with Product: In visuals and text, show the clothing in real-life contexts at a café, on a weekend trip, or layered under a professional blazer. This helps customers envision the products as part of their own lives and demonstrates their versatility.
• •Create a "Voice" Persona: Write as if the brand is a stylish, confident, and supportive friend. This persona should be consistent across all channels, from playful TikToks to more polished website copy, ensuring the brand feels authentic and relatable.

Social Perception

CALLITEE is perceived as a stylish, ethical, and authentic local brand. Customers and the public likely see it as a high-quality alternative to fast fashion, appealing to those who prioritize sustainability and supporting local businesses. The messaging resonates with consumers who want their clothing to mean something more than just a trend. The brand is viewed as part of a modern Quebecois cultural movement that values creativity, local enterprise, and personal expression.

Copy Examples

• •Prête pour l'aventure, grande ou petite. Notre chandail en coton doux est le compagnon idéal pour les journées qui s'annoncent inoubliables. Conçu à Québec, pour vous. ✨ #Callitee #FaitAuQuebec #Aventure
• •Headline: Exprimez-vous Sans Dire un Mot. Body: Votre t-shirt peut en dire long. Chez CALLITEE, chaque pièce est pensée pour refléter votre humeur et votre style. Qualité, confort et fabrication 100% locale. Découvrez la collection qui vous ressemble.
• •La Mode est un Jeu. Le Vêtement Prend la Parole.
• •Plus qu'un simple t-shirt, c'est une déclaration de simplicité raffinée. Notre t-shirt logo à la coupe relax est fabriqué dans un coton de première qualité pour un confort qui dure toute la journée. Une pièce essentielle, entièrement conçue au Québec, qui s'agence avec tout. Un hommage à l'artisanat local et à votre style personnel.
• •Votre humeur de la semaine, livrée chez vous.