Brand Tone

Effortlessly Cool & Chic, Conscious & Authentic, Approachable & Relatable (Founders' Story), Feminine & Flirty

Brand Values

• •Sustainability & Conscious Consumption
• •Timelessness & Versatility
• •Quality & Craftsmanship
• •Community & Connection
• •Individuality & Uniqueness

Best Practices

• •Always Weave in Sustainability: Whether it's a product description or a social media post, subtly (or overtly, when appropriate) mention the use of deadstock fabrics, local production, or the timeless nature of the pieces. This reinforces a core value.
• •Embrace "Effortless Cool": Use language that is confident, slightly understated, and chic. Avoid overly formal or stuffy wording. Think California casual with an elevated touch. Words like "essential," "perfect-fit," "go-to," "vibe" can work well.
• •Maintain Authenticity with the Founders' Voice: Occasionally use "we" when referring to the brand, especially in emails or "About Us" sections, to remind customers of the personal story and passion behind CAMPBELL&KRAMER. Keep the tone friendly and approachable.
• •Highlight Uniqueness and Limited Availability: Since items are made from deadstock fabrics and in small batches, create a sense of exclusivity and encourage timely purchases by mentioning the limited nature of the pieces.
• •Speak to the "It-Girl" Aspiration (Subtly): While avoiding overt name-dropping in every post, use language that evokes confidence, style, and individuality – qualities associated with the "It-Girl" persona they cater to. Focus on how the clothes make the wearer *feel*.

Social Perception

Trendy & Desirable, Eco-Conscious Choice, Authentic & Founder-Driven, LA-Based Cool, Accessible Luxury/Elevated Basics

Copy Examples

• •Instagram Post (Image: Model in a Demeter Top and Skirt at a sunlit LA location): Chasing golden hour in LA. ✨ Our Demeter Set, consciously crafted from deadstock lace, because style shouldn't cost the Earth. Limited pieces, timeless vibe. #CampbellAndKramer #SustainableStyle #EffortlessChic #MadeInLA
• •Product Description (Thalia Baby Tee): Meet your new everyday obsession. The Thalia Baby Tee is that perfect-fit basic you’ve been searching for – soft, sustainable, and with just the right touch of California cool. Made from rescued deadstock cotton, because good basics should feel good, inside and out. #ConsciousComfort #ElevatedBasics #CampbellAndKramer
• •Email Newsletter Subject: That Feeling When Your Outfit Is Cute *And* Kind 😉 Hey [Customer Name], We believe fashion should be fun, flattering, and forward-thinking. Discover our latest arrivals, all designed in LA from unique deadstock fabrics. Look good, feel good, do good. It’s that simple. Shop now and wear your values. xx Presley & Alden
• •TikTok Video Caption (Short clips of different ways to style an Aurora Halter Dress): One dress, endless vibes. ✨ Our Aurora Halter Dress, made from limited-run deadstock fabric, is ready for all your moments. Flirty, functional, and uniquely yours. How would you rock it? #CampbellAndKramer #DeadstockDrip #StyleInspo #SustainableFashion #CapsuleWardrobe
• •Website "About Us" Snippet: From a UCLA dorm room dream to your closet. We’re Presley and Alden, and we started CAMPBELL&KRAMER to create the clothes we wanted to wear: beautiful, timeless pieces that don’t compromise on sustainability. Every garment is made with love in LA from found fabrics, because we believe in making new from old. Join our community of conscious It-Girls. #OurStory #SustainableJourney #FemaleFounded