Brand Tone

Artistic & Refined, Intellectual & Poetic, Confident & Understated, Slightly Bohemian & Free-Spirited

Brand Values

• •Creativity & Artistic Expression
• •Savoir-Faire & Craftsmanship
• •Quality & Materiality
• •Authenticity & Sincerity
• •Timelessness & Durability
• •Individuality & Discretion
• •Engagement (emerging)

Best Practices

• •Embrace Evocative Language: Use descriptive words that appeal to the senses and highlight the artistic nature and quality of the materials and craftsmanship (e.g., "whispers of texture," "fluid lines," "artisan's touch").
• •Prioritize Subtlety over Hype: The tone is confident but understated. Avoid overly promotional or loud language. Focus on the intrinsic value and artistry of the products.
• •Tell the Story of "Savoir-Faire": Consistently weave in mentions of the brand's French heritage, the expertise of their ateliers, and unique techniques like pleating and fabric treatments.
• •Maintain an Intellectual & Artistic Angle: Connect collections to inspirations (art, nature, film, as seen in their blog), and speak to a customer who appreciates design integrity and creative expression.
• •Ensure Bilingual Consistency (if applicable): For audiences in both French and English-speaking markets, ensure that the nuance and artistry of the tone are maintained accurately and elegantly in both languages, as currently practiced on their social media.

Social Perception

Customers generally perceive Cotélac as a high-quality, unique, and artistic French brand. The intricate details, fabric treatments, and comfortable, stylish designs are well-regarded. It's seen as a brand for those who appreciate subtle elegance and creative fashion. The description of the Cotélac woman is often an "active, a little bit boho, who likes beautiful clothes, not complicated, easy to live and wear".

Copy Examples

• •Social Media Post (Instagram/Facebook): Where fabric becomes poetry. Our new collection whispers tales of texture and light, each piece a testament to the artisan's touch. Discover the art of dressing, redefined. #Cotelac #FrenchDesign #ArtisanCrafted #TimelessStyle
• •Email Subject Line: An Invitation to the Exquisite: Explore New Arrivals from Cotélac
• •Product Description Snippet (for a pleated dress): Fluid lines and the subtle rhythm of our signature pleats. This dress moves with an artist's grace, crafted from a specially selected [Fabric Name] that feels like a second skin. More than a garment, it's an expression.
• •Website Banner Headline: Cotélac: The Soul of Material, The Spirit of Design.
• •Brand Story Snippet (About Us page): Born from a passion for authentic creation, Cotélac has always cherished the intimate dialogue between material and form. Our Lyon ateliers are where innovation meets tradition, bringing to life garments that are both timeless and uniquely expressive.