Brand Tone

Minimalist and Sophisticated, Aspirational yet Accessible, clean, calm, and confident.

Brand Values

• •Simplicity and Functionality
• •Timelessness
• •Quality and Natural Materials
• •Ethical and Sustainable Practices
• •Empowerment

Best Practices

• •Lead with Simplicity: Keep sentences clear, concise, and elegant. Avoid overly descriptive or trendy language. The product and its quality should be the focus.
• •Emphasize 'Timeless' over 'Trendy': Frame products around their longevity and versatility. Use words like "essential," "staple," "enduring," and "classic" to reinforce the brand's core philosophy.
• •Use a Sophisticated and Calm Voice: The tone should be confident and assured, never pushy or loud. It should feel like a trusted friend with impeccable taste offering thoughtful advice.
• •Weave in Values Naturally: Mention sustainability, natural fibers, and ethical production as inherent qualities of the product, not as a separate marketing pitch. It should be a seamless part of the brand's story.
• •Focus on the Feeling: Go beyond describing the item and evoke the feeling of wearing it—confidence, comfort, and effortless elegance. Connect the clothing to the customer's lifestyle and aspirations.

Social Perception

Dottir is perceived as a high-quality, trustworthy brand with a distinct and appealing aesthetic. It is seen as a source for well-crafted, timeless pieces. Customers often express satisfaction with their purchases, highlighting the quality of the materials and the fit of the clothing. The brand is associated with the "slow fashion" movement and conscious consumerism. It is viewed as a curated and thoughtful alternative to fast fashion, appealing to consumers who value longevity and sustainability in their purchases. The consistent branding across all platforms has cultivated a perception of professionalism and reliability.

Copy Examples

• •Introducing The Foundation Collection. Pieces designed not for a season, but for a lifetime. Discover timeless silhouettes in natural fibers, crafted to be the canvas for your personal style. Effortless, enduring, essential.
• •Style that speaks for itself. Our Signature Knit Dress is designed for ease and elegance, moving with you through every part of your day. The beauty is in the details—and the feeling of a piece you'll reach for again and again.
• •Tired of trends? Build a wardrobe that lasts. At Dottir, we believe in the power of simplicity and the luxury of high-quality basics. Explore our collection of modern, timeless apparel and discover the Dottir difference.
• •Wear your values. We partner with women-owned, ethical brands to bring you pieces that feel good on your skin and your conscience. Style, sustainability, and substance—all in one place.
• •Mindful from our closet to yours. Every Dottir order is delivered with a neutralized carbon footprint. Shop consciously, knowing we're committed to a more sustainable future, together.