Brand Tone

Artistic, Poetic, and Sophisticated

Brand Values

• •Artisanal Craftsmanship (Savoir-Faire)
• •Artistic Expression & Originality
• •Timelessness over Trends
• •Customer-Centricity

Best Practices

• •Lead with the 'Savoir-Faire': Always connect the final product back to the process. Use terms like 'in our French ateliers,' 'hand-finished details,' and 'exclusive house print' to constantly reinforce the value of craftsmanship.
• •Use Poetic and Sensory Language: Describe how fabrics feel, how prints were inspired, and how a garment moves. Use metaphors that relate to art, nature, and poetry (e.g., 'a painterly stroke of color,' 'architectural pleats').
• •Tell the Story Behind the Product: Every signature print or unique material has an origin. Share it. Whether inspired by a distant landscape or an artistic movement, these narratives transform a piece of clothing into a conversation starter.
• •Embody Sophisticated Confidence: The tone should be assured and knowledgeable, but never arrogant. It’s the voice of a skilled artist explaining their work—passionate, precise, and inspiring.
• •Maintain a Consistent Voice Across All Channels: The sophisticated tone used on the website should carry through to social media captions, customer service emails, and even in-store signage. This creates a cohesive and immersive brand world for the customer.

Social Perception

Cotelac is perceived as a high-quality, artistic French brand for those who value unique, well-made clothing. Customers are seen as dynamic, 'a little bit boho' individuals seeking freedom, style, and meaning in their wardrobe. While craftsmanship is highly regarded, there is growing awareness and criticism regarding environmental practices, leading the brand to increase sustainable material use.

Copy Examples

• •Where print becomes poetry. Our 'Heart Strings' motif, imagined in our French atelier, unfolds across delicate pleats. Each fold is a carefully considered line, each color a verse in a story of timeless elegance. Discover the collection—a wardrobe that feels like art. #Cotelac #SavoirFaireCotelac #ArtisanalFashion
• •Crafted from a thoughtful blend of soft wool and structured cotton, this jacket is a testament to our material-first design philosophy. Conceived in our Lyon workshop, its tailored silhouette offers structure while the natural fibers provide warmth and breathability. More than an outer layer, it’s a piece of our heritage, designed to be worn and cherished for seasons to come.
• •Inside the Atelier: The Story of a Print
• •Fabrics as a Canvas. Clothes as an Expression.
• •For over 30 years, our story has been woven into fabric. We are not just designers; we are artisans, poets, and technicians based in our French workshops, where every pleat, print, and pattern is born from a shared passion for craftsmanship. We believe in fashion that is slower, more intentional, and deeply personal.