Brand Tone

sophisticated, serene, intentional, elegant, mindful, poetic, minimalist

Brand Values

• •Timeless Design
• •Quality Craftsmanship
• •Sustainability
• •Emotional Connection
• •Understated Confidence

Best Practices

• •Lead with "Why," Not Just "What": Always connect the product back to the brand's core values. Instead of just describing a dress, describe the feeling it evokes—grace, confidence, serenity.
• •Embrace Evocative Language: Use a poetic and refined vocabulary. Words like "emotive," "silhouette," "understated," "conscious," and "timeless" should be staples in the brand's lexicon.
• •Maintain a Serene and Minimalist Voice: Keep sentences clear and uncluttered. Avoid excessive exclamation points, slang, or overly casual language. The tone should feel as calm and composed as the clothing looks.
• •Weave in the Story of Origin and Sustainability: Regularly and authentically mention the Korean craftsmanship and the use of sustainable materials. This isn't just a feature; it's a core part of the brand's identity and a key differentiator.
• •Speak Directly to the "Heroine": Address the customer as the main character of her own life. Use empowering language that focuses on her individuality, strength, and personal style, reinforcing the idea that the clothes are there to complement her story.

Social Perception

Aspirational and Refined, Culturally Rich, Trustworthy and Ethical

Copy Examples

• •Find strength in softness. Our Paper Moon dress, crafted from sustainable viscose, moves with an emotive grace that’s both understated and unforgettable. Designed to be the canvas for your own story. #CommonKin #SlowFashion #TimelessElegance
• •Beyond Trends. Beyond Seasons. Refined essentials, consciously crafted in Korea to elevate the everyday with purpose and precision. Discover the collection.
• •For gallery visits & slow mornings...
• •An icon of versatility, the Essential Poplin Shirt is tailored for a fluid silhouette that is both sharp and soft. Made from 100% organic cotton, its crisp feel and meticulous construction speak to our commitment to timeless craftsmanship. Wear it buttoned for a classic look or open over a camisole for an air of effortless sophistication. A piece designed not just for your wardrobe, but for your life.
• •The Art of Intentional Dressing. COMMON KIN creates more than womenswear; we craft stories. Inspired by Korean elegance and a commitment to sustainability, our collections offer minimal, emotive silhouettes for the modern woman. Feel the difference of slow fashion. Shop now for free shipping on your first order.