Brand Tone

elegant, inspiring, and personal

Brand Values

• •Local Production & Craftsmanship
• •Timelessness and Versatility
• •Quality over Quantity
• •Authentic Self-Expression

Best Practices

• •Always connect the product back to the brand's core values, selling a "timeless piece" or "versatile companion" rather than just an item.
• •Employ empowering language, using verbs and adjectives that inspire confidence, comfort, and elegance, such as "elevate," "accompany," "represent," and "timeless."
• •Maintain a warm and direct personal connection, using the founder's story as a foundation and addressing the customer as an intelligent, modern woman.
• •Consistently highlight the "Hecho en Chile" aspect as a key differentiator, reinforcing local production values and appealing to conscious consumers.
• •Ensure visual and textual cohesion, matching the clean, minimalist, and elegant tone of the copy with high-quality, uncluttered visuals across all platforms.

Social Perception

Highly positive, positioning it as a desirable, high-quality local brand. Perceived as aspirational yet accessible, trusted for its quality, and fosters a strong sense of community.

Copy Examples

• •The perfect trench isn't just a coat; it's a promise. A promise of elegance on rainy mornings and confidence on busy afternoons. Our new Lía Trench, meticulously crafted in Chile, is designed to be your timeless companion through every season. Discover a piece that doesn't just complete your look, but tells your story.
• •FW'25 Collection: Beyond the Trend. These are the pieces you'll reach for time and again. Designed for the woman who leads with quiet confidence. Explore versatile silhouettes and quality craftsmanship, made to last.
• •For your forever closet | The latest from C. del pilar
• •More than just a blouse, the 'Blusa Mimosa' is a canvas for your personal style. Crafted from soft Pima cotton, its minimalist design offers endless versatility—pair it with tailored trousers for the office or your favorite denim for a relaxed weekend. Feel comfortable, feel represented. Hecho en Chile.
• •Tired of fast fashion? Build a closet that truly represents you. At C. del pilar, we create timeless, high-quality garments designed and made in Chile. Discover clothing that accompanies you, season after season. Shop our collection now and support local design.