Brand Tone

Elegant & Sophisticated, Caring & Personal, Confident & Empowering, Approachable & Friendly, Conscious & Responsible

Brand Values

• •Elegance Meets Comfort
• •Sustainability First
• •Personal Touch
• •Quality
• •Inclusivity
• •Customer Satisfaction
• •Australian Owned

Best Practices

• •Emphasize "Effortless Elegance": Consistently use language that evokes sophistication, timelessness, and ease. Avoid overly trendy or casual slang. Focus on how the clothes make the wearer feel: chic, stylish, and graceful without trying too hard.
• •Highlight the "Personal Touch & Care": Remind the audience that it's a family-owned business. Use phrases like "crafted with care," "personally selected fabrics," or "designed with you in mind" to reinforce the dedication and passion behind the brand.
• •Weave in "Sustainability & Quality": Regularly mention the eco-friendly nature of the fabrics (modal, cotton) and the high-quality craftsmanship. This appeals to conscious consumers and justifies the premium nature of the products.
• •Speak Directly to the "Modern, Mature Woman": Address her needs and desires – comfort, flattering fits, confidence, and versatile style. Use empowering language that resonates with her lifestyle.
• •Maintain a "Warm and Approachable" Voice: While elegant, the tone should still be friendly and inviting, reflecting the brand's customer service promise. Use clear, positive language and be open to engagement.

Social Perception

Positive for Quality and Design, Trusted for Service, Appreciated for Comfort and Style, Respected for Ethical Considerations, Seen as a Go-To for Specific Needs

Copy Examples

• •Headline: Embrace Effortless Elegance. Every Day. Body: Discover the Claire Powell collection, where timeless design meets sustainable luxury. Our pieces, crafted from the finest natural fabrics, are made to make you feel confident and comfortable, season after season. Feel the difference of clothing made with a personal touch.
• •Headline: Style That Speaks to You. Comfort You Can Trust. Body: At Claire Powell, we believe fashion should empower. That's why we thoughtfully tailor each kaftan and wardrobe essential for a flattering fit and vibrant expression. Experience the joy of eco-friendly luxury, designed in Australia with passion and care.
• •Headline: The Art of Dressing Well, Made Simple. Body: From breezy modal tops to our signature printed kaftans, find pieces that seamlessly blend into your life and elevate your style. Claire Powell offers enduring quality and a commitment to sustainable practices, so you can look and feel your best, consciously.
• •Headline: Crafted with Care, Designed for You. Body: As a family-owned brand, every Claire Powell garment is a testament to our dedication to quality and elegance. We personally ensure each piece meets our exacting standards, bringing you fashion that’s not just beautiful, but built to last.
• •Headline: Discover Your Confidence. Uncover Timeless Style. Body: Our collection for the modern, mature woman is designed to celebrate you. With vibrant colours, breathable eco-friendly fabrics, and cuts that flatter, Claire Powell invites you to experience fashion that feels as good as it looks.