Brand Tone

compassionate, inspiring, and community-focused

Brand Values

• •Community Empowerment
• •Dignity and Respect
• •Sustainability
• •Quality and Affordability
• •Gratitude and Storytelling

Best Practices

• •Lead with the Mission: In all communications, connect the act of shopping or donating to the larger mission of supporting the Yonge Street Mission and the community. This reinforces the "why" behind the brand.
• •Use Empowering Language: Frame the narrative around positive change, empowerment, and opportunity rather than just charity. Words like "dignity," "transformation," and "community" should be central to the vocabulary.
• •Highlight the Human Element: Share stories of the people involved—donors, staff in training programs, and community members who benefit. This builds an emotional connection and makes the brand's impact tangible.
• •Balance Purpose with Product: While the social mission is key, remember that customers are also there for the products. Showcase the quality, uniqueness, and style of the items available. Use high-quality imagery and appealing descriptions to attract fashion-conscious shoppers.
• •Maintain a Tone of Gratitude: Regularly express appreciation for donors, customers, and volunteers. This fosters a sense of a shared community effort and makes everyone feel valued and part of the mission.

Social Perception

Double Take is perceived very positively. Customers see it as a "treasure trove" for unique finds and a great place to get a deal, especially on high-end brands. The staff is frequently praised for being friendly and creating a welcoming atmosphere. The connection to the Yonge Street Mission is a significant factor in its positive reputation, with many customers choosing to shop and donate there specifically to support a good cause. It's viewed as a genuine charity shop making a real difference in the community, which sets it apart from for-profit thrift stores.

Copy Examples

• •This week's gem: a stunning vintage Dior piece just arrived. Your chance to own a piece of fashion history while supporting a future for someone in our community. #VintageDior #ShopWithPurpose
• •We believe fashion can have a second chance, and so can people. Every purchase you make at Double Take helps fund the Yonge Street Mission's work in providing pathways out of poverty. It's more than a transaction; it's a transformation.
• •Don't just wear your values, create them. Our Upcycling Studio is turning forgotten fabrics into fashion-forward pieces. Join a workshop or shop our one-of-a-kind upcycled collection and be part of the sustainable fashion movement.
• •The story of this coat doesn't end here. It started with a generous donation, was prepared with care by a member of our employment training program, and is now waiting for its next chapter with you. By purchasing it, you become part of a story of community support.
• •Tired of fast fashion's environmental footprint? At Double Take, you can build a unique wardrobe that's kind to the planet and your wallet. Every item you buy from us is one less item in a landfill and one more step towards a stronger community.