Brand Tone

Expressive, Unique, Playful, Confident, Approachable

Brand Values

• •Individuality/Self-Expression
• •Uniqueness/Originality
• •Quality/Care
• •Customer Connection
• •Creativity & Artistry
• •Potentially Sustainability ("Never Wasteful")

Best Practices

• •Develop a "Voice Guide": Create a simple document outlining key brand voice characteristics (e.g., "Witty, Confident, Expressive, Slightly Edgy, Artistic"). Include "do's and don'ts" for language.
• •Embrace Storytelling: Frame product descriptions and brand content around the idea of self-expression, individuality, and the unique story behind each piece (especially for vintage finds).
• •Inject Personality: Use playful language, clever turns of phrase, and confident statements that align with the "statement wear" concept. Don't be afraid to be a little bold.
• •Focus on "You" (The Customer): Address the customer directly, empowering them to use the clothing as a tool for their self-expression (e.g., "You're a piece of art, so dress accordingly").
• •Maintain Consistency Across All Touchpoints: Ensure the identified tone is reflected everywhere, from the website and product descriptions to any future social media, email marketing, and even customer service interactions. This builds a cohesive brand experience.

Social Perception

Perceived positively by customers as a source for unique, high-quality items with good customer service. Broader public perception is limited due to a weak social media presence. Brand name may cause confusion.

Copy Examples

• •Homepage Banner: Stop blending in. Start making statements. Your wardrobe is your story. What will it say today? Shop Closed Caption – dress like the masterpiece you are.
• •Product Description (for a vintage item): Unearthed from eras past, this [Item Name] isn't just vintage, it's a whole vibe. Perfectly imperfect and waiting to be rewritten into your style narrative. Limited existence, infinite attitude.
• •'About Us' Snippet: At Closed Caption, we believe your clothes should be as original as your playlist. We hunt down and dream up pieces that spark a little something – because life’s too short for boring outfits. Express yourself. Loudly. Unapologetically.
• •Email Subject Line (for a new collection): Heads Will Turn. Stories Will Start. (Your New Look Is Here).
• •Social Media Post (if a presence is developed): Why whisper when you can wear it? Our latest drop is serving main character energy, guaranteed. #ClosedCaptionStyle #StatementWear #BeTheArt