Brand Tone

Aspirational, trendy, and effortlessly chic. Blends high-fashion with youthful energy, using a mix of English and Spanish. Feminine, fashion-forward, and celebrates personal style, empowering confidence.

Brand Values

• •Curation and Quality
• •Promotion of Latin American Talent
• •Individuality and Self-Expression
• •Aesthetic and Style

Best Practices

• •Maintain a Bilingual Elegance: Continue using a blend of English and Spanish. It reinforces the brand's cosmopolitan, Mexican identity. Use English for broad, aspirational statements and Spanish for more intimate, familiar phrases.
• •Focus on "The Curated Story": Every piece of copy should reinforce the idea that items are not just sold, but selected. Use words like "curated," "handpicked," "discovered," and "edited" to emphasize the value of the brand's expert eye.
• •Sell a Feeling, Not Just a Product: The copy should evoke the confidence and uniqueness a customer will feel. Go beyond describing the fabric and cut; describe the moment or feeling the garment is made for (e.g., "The dress you'll wear to that unforgettable dinner," "The earrings that make you feel powerful").
• •Be Transparent and Proactive in Service Communications: The brand must address the negative perception of its logistics. Implement a clear communication strategy for order confirmations, shipping updates, and potential delays. The friendly, chic tone should extend to customer service to rebuild trust, for example: "We know you're excited to receive your piece. We're carefully packing it and will have it on its way within [X] days. You can follow its journey here."
• •Champion the Designers: Regularly use copywriting to tell the stories of the designers you feature. A short profile in an email or a dedicated social media post about a designer's inspiration can deepen the customer's connection to the product and reinforce the brand's core value of promoting Latin American talent.

Social Perception

Dual-sided: Highly positive product perception (unique, stylish, high quality) but negative service perception due to significant shipping delays and poor customer communication, damaging reliability.

Copy Examples

• •Meet the pieces that were born in Latin America and belong in your wardrobe. The new curated collection from Cleeo Studio is here, celebrating the designers who shape our style. Discover the art of dressing, rediscovered.
• •Not just another pair of boots. These are your next statement. Handpicked for their unapologetic style and timeless craft, they're ready for whatever story you're telling. Walk the part.
• •Beyond Trends. Beyond the Ordinary. Cleeo Studio brings you the heart of Latin American design—a curated world of style waiting to be discovered by you.
• •Inside this week's drop: sunset-ready dresses, conversation-starting jewelry, and the confidence that comes with wearing a masterpiece. We travel, we search, we select—all so you can simply shine. See what's new.
• •Your everyday uniform just got an upgrade. ✨ #cléeostudio #mexicanfashion #styletips #outfitinspo