Brand Tone

Thoughtful, Authentic, and Minimalist

Brand Values

• •Ethical Sourcing & Sustainability
• •Quality & Longevity
• •Support for Independent & Local Designers
• •Indigenous Ownership & Respect
• •Authenticity & Thoughtful Curation

Best Practices

• •Emphasize Longevity Over Trends: Use language that speaks to timelessness, quality craftsmanship, and pieces that will be loved for years, rather than focusing on fleeting fads.
• •Highlight the "Why": When describing products, go beyond just features. Talk about the maker, the ethical sourcing, the sustainable materials, or the story behind the item. This reinforces the brand's values.
• •Maintain a Calm & Considered Voice: Avoid overly hyped or salesy language. The tone should feel authentic, thoughtful, and respectful, mirroring the curated nature of the store.
• •Acknowledge & Integrate Values Naturally: Weave in mentions of ethical production, support for independent artists, and Indigenous ownership where relevant and authentic, rather than as an afterthought.
• •Visual & Verbal Harmony: Ensure that the sophisticated, often minimalist aesthetic of the brand's visuals is matched by clear, concise, and elegant copy. The words should complement the imagery.

Social Perception

Customers and media perceive Charlie & Lee as a destination for unique, high-quality, and ethically sourced clothing and lifestyle items. The boutique is seen as having a distinct, curated aesthetic, often described with terms like "bohemian," "minimalist," and "thoughtful." There's an appreciation for their support of independent designers and their commitment to ethical practices. The Indigenous co-ownership is a noted aspect of their identity.

Copy Examples

• •Instagram Post (New Arrival): "Introducing the latest from [Designer Name] – pieces crafted with intention, designed to become timeless additions to your wardrobe. Discover the collection in-store and online. #CharlieAndLee #EthicalFashion #IndependentDesigner #SlowStyle"
• •Website Banner (Homepage): "Curated for a life well-lived. Explore thoughtfully selected clothing, accessories, and home goods designed to last. #ShopIndependent #VancouverBoutique"
• •Product Description (Ethically Sourced Item): "This [Product Name] is more than just beautiful; it's a testament to sustainable practices. Made by [Artisan/Brand] using [Ethical Material/Process], it's a piece you can cherish with a clear conscience. #ConsciousLiving #MadeToLast"
• •Email Newsletter Subject: "New Season, Enduring Style | Discover Mindfully Made Pieces at Charlie & Lee"
• •About Us Snippet (Social Media Bio): "Métis & Settler owned. Purveyors of independent, ethically sourced goods for a considered life. Based in Vancouver, BC. #CharlieAndLee #SupportSmall"