Brand Tone

Aspirational yet approachable, sophisticated and modern, encouraging and empowering, friendly and direct, balancing high-fashion concepts with everyday accessibility.

Brand Values

• •Individuality and Self-Expression
• •Artisanal Craftsmanship
• •Accessible Premium Quality
• •Ethical Production
• •Empowerment

Best Practices

• •Lead with Individuality: Always frame the product as a tool for self-expression. Use words like "your," "unique," "personal," and "story" to connect the clothing to the customer's identity.
• •Balance Aspiration and Accessibility: Use elevated language ("curated," "artisanal," "sophisticated") but keep the overall message grounded and relatable. Avoid jargon that could alienate a broader audience.
• •Highlight the "Why": Go beyond describing the product. Mention the ethical production, the traditional techniques, and the "Made in India" aspect to build a deeper brand connection.
• •Maintain an Empowering and Positive Tone: Use active, encouraging language. The copy should make the customer feel confident and inspired, reflecting the brand's founding story.
• •Be Direct and Clear in Calls-to-Action: While the brand voice is aspirational, the call-to-action should be simple and clear (e.g., "Shop Now," "Discover the Collection," "Find Your Style"). For policies like returns, maintain clarity and transparency to manage customer expectations.

Social Perception

The brand is perceived positively as a reliable homegrown Indian brand offering unique and stylish clothing, blending traditional prints with modern silhouettes. Customers appreciate the comfort, quality, and suitability for both casual and occasion wear. Minor criticisms relate to return policy limitations on sale items and occasional sizing inconsistencies.

Copy Examples

• •Don't just follow trends, set them. Our new tie-dye co-ord set is more than an outfit; it is a statement. Handcrafted to celebrate your unique style. Wear the art. Be the conversation. #CYUIndia #TieDye #MadeInIndia
• •Redefine your 9-to-5. Our collection of chic and comfortable office wear is designed for the modern woman who commands the boardroom and inspires on the street. Effortless style, ethically made. Shop the collection now. #ClothYourselfUrbane #OfficeWear
• •Embrace the breeze. Our collection of artisanal kaftans blends luxurious comfort with vibrant, handpicked prints. Perfect for sun-drenched days and tranquil evenings. Discover your flow with CYU. #Kaftans #ResortWear
• •Your wardrobe is your canvas. Your style is your story. At CYU, we create pieces that let you express every facet of who you are. From bold prints to elegant silhouettes, find the designs that speak to you. #BeU #CYU
• •Ethically made. Artfully designed. CYU is a celebration of Indian craftsmanship and contemporary style. Each piece is crafted with care, empowering you and the artisans who make it. Discover fashion with a soul. #ArtisanalFashion #EthicalStyle