Brand Tone

sophisticated, empowering, innovative, aspirational, and artistic

Brand Values

• •Innovation and Technology
• •Functionality Meets Beauty
• •Empowerment
• •Quality and Craftsmanship
• •Sustainability

Best Practices

• •Lead with Emotion, Support with Function: Start with aspirational and empowering language that speaks to the wearer's desires for elegance and strength. Follow up with the technical details (e.g., CoeurTex™, waterproof, windproof) as the rational reasons to believe.
• •Use Evocative and Elevated Language: Employ a sophisticated vocabulary. Words like "silhouette," "empower," "redefine," "uncompromising," and "spirited" align with the luxury positioning. The brand name itself is a play on a French term, setting a precedent for a more poetic tone.
• •Tell the Founder's Story: Weave the narrative of Bettina Mueller Reichl's expertise and the brand's origin story into the copy. This adds authenticity and reinforces the fusion of European high fashion with North American technical innovation.
• •Emphasize the 'And,' Not the 'Or': Consistently frame the product as the solution that eliminates compromise. It’s "high fashion *and* high function," "substance *and* style," "performance *and* polish." This reinforces the core value proposition.
• •Maintain Visual and Textual Harmony: Ensure the copy always reflects the clean, artistic, and premium aesthetic of the visuals. The tone of the text should match the mood of the photography—be it dramatic, serene, or powerful.

Social Perception

A niche luxury brand with a unique and well-defined product. Perceived as a high-end solution for fashion-conscious individuals in wet climates, lending credibility through association with experienced designers and high-fashion publications. Positioned as modern and culturally aware, targeting a high-income consumer.

Copy Examples

• •Image: A woman in the 'Guardian' cape strides confidently through a rain-slicked city street. Caption: "Where elegance meets the elements. The Guardian cape, crafted from our signature CoeurTex™ fabric, shields you from the storm without dimming your shine. Own your journey, in any weather. #CapeDeCoeur #LuxuryOuterwear #FunctionalFashion"
• •Image: A close-up shot of water beading on the CoeurTex™ fabric. Headline: "Beauty in Resilience. High fashion is no longer at the mercy of the forecast. Discover technical outerwear that performs as beautifully as it looks."
• •Email Newsletter Subject: "Don’t Just Weather the Storm. Redefine It." Body: "Dear [Name], Why choose between your favorite coat and staying dry? Cape de Coeur was born from the idea that you deserve both. Experience the empowering silhouette of our capes and the innovative protection of CoeurTex™. Find the piece you'll fall in love with."
• •Short video showing the 'Artiste' cape's fluid movement and dramatic bow detail. Headline: "The Art of Protection." Body: "Inspired by the free spirits and bohemians, The Artiste cape offers a modern silhouette with timeless appeal. Fully waterproof, windproof, and breathable. It’s not just a cape. It’s a statement. Shop the collection now."
• •Product Description Snippet - The Poet: "For the modern romantic with a story to tell. The Poet cape features a flowing, dramatic silhouette that moves with you, offering functional freedom and uncompromising beauty. Its lightweight, weatherproof design ensures that your narrative is never interrupted by the elements, allowing you to compose your own adventure, rain or shine."