Brand Tone

Approachable Chic: personal, friendly, curated, stylish, helpful, and passionate.

Brand Values

• •Curated Quality
• •Personal Connection
• •Authentic Style
• •Customer-Centric Service

Best Practices

• •Always Write in the First Person: Use "I" and "we" to maintain a personal, human connection.
• •Lead with the Feeling, Not Just the Feature: Describe how it feels to wear an item, connecting clothes to the customer's life and emotions.
• •Showcase Curation and Expertise: Use phrases like "Handpicked by us," "Our favorite for this season," or "We chose this piece because..."
• •Engage with Questions and Invitations: End social media posts with questions or invitations to foster community and conversation.
• •Maintain a Consistent Visual and Textual Language: Ensure the friendly, chic tone of the copy is matched by the visuals for a cohesive brand story.

Social Perception

Camil is perceived as a trusted local boutique, a source of unique finds, and offers excellent and personal customer service. The overall perception is that of a high-quality, friendly, and fashionable local business.

Copy Examples

• •Style, Curated for You. Discover our new collection of effortless Italian essentials, handpicked to make you feel beautiful every day.
• •Just couldn’t wait to share this one with you! This new arrival is the perfect blend of comfort and chic—I've already planned three different ways to wear it this week. Swipe to see the details and tell me what you think! Available in-store and online now. #CamilStyle #NewArrival
• •A little something new from Carlotta...
• •Your weekend outfit is waiting. From brunch to an evening out, find the perfect look at Camil. Stop by our store in Gorle for a personal styling session—we’d love to help you find something you’ll adore! #ShopLocal #BergamoFashion
• •Meet your new favorite blouse. We chose this piece for its incredibly soft fabric and its elegant, go-anywhere silhouette. Tuck it into jeans for a casual coffee run or pair it with a sleek skirt for the office. This isn't just a top; it's the foundation for countless beautiful looks. Made with care in Italy.