Brand Tone

Luxurious, Elegant, Sophisticated, Romantic, Sensual, Timeless, Intimate, Artistic, Confident, and Empowering.

Brand Values

• •Uncompromising Luxury & Quality
• •Exceptional Craftsmanship & Artistry
• •Timeless Elegance & Romance
• •Empowerment & Comfort
• •Exclusivity & Heritage
• •Canadian Made
• •Ethical Considerations

Best Practices

• •Emphasize Sensory Language: Use words that evoke the touch, feel, and visual beauty of silk and lace. Focus on softness, fluidity, sheen, and delicate details (e.g., whisper-soft, liquid drape, pearlescent glow, intricate lacework).
• •Highlight Exclusivity and Artistry: Consistently mention the limited nature of collections, exclusive prints, and the wearable art aspect. Use terms like collectible, heirloom-quality, masterpiece.
• •Maintain an Elegant and Sophisticated Vocabulary: Avoid overly casual slang or colloquialisms. Opt for refined, evocative language that speaks to a discerning audience. The tone should be aspirational yet accessible.
• •Weave in Heritage and Craftsmanship: Regularly remind the audience of the brand's long-standing Canadian heritage, the meticulous craftsmanship, and the story of Christine Morton's passion. This builds trust and justifies the luxury positioning.
• •Focus on Empowerment and Feeling: Connect the wearing of Christine Lingerie to feelings of beauty, confidence, comfort, and self-indulgence. The copy should make the wearer feel understood and celebrated.

Social Perception

A Premier Luxury Brand, High-End and Worth the Price, Special and Desirable, Artistic and Unique, Reputable and Established, Comfort-Focused Luxury.

Copy Examples

• •Drape yourself in dreams. Our [Robe Name] in pure silk, where timeless elegance meets the art of relaxation. Handcrafted in Canada, designed for your most serene moments. #ChristineSilk #LuxuryLoungewear #SilkRobes #MadeInCanada #TimelessElegance
• •Introducing the [Chemise Name] Chemise – a whisper of the finest silk against your skin. Delicate Chantilly lace adorns the décolletage, cascading into a silhouette that celebrates your natural grace. An heirloom piece, lovingly crafted for moments of pure indulgence and lasting beauty.
• •Experience the Art of Silk. Fifty Years of Canadian Craftsmanship, Woven into Every Thread. Discover Christine Lingerie.
• •An Exclusive Invitation: Unveil Your Next Christine Silk Treasure
• •For over half a century, Christine Morton’s vision has been to weave artistry and luxury into the intimate moments of a woman's life. Each Christine Silk creation is a testament to this journey – a celebration of empowering femininity, exquisite Canadian craftsmanship, and the timeless allure of pure silk.