Brand Tone

Aspirational & Empowering, Contemporary & Authentic, Passionate (for design)

Brand Values

• •Color
• •Freedom
• •Comfort
• •Authenticity
• •Individuality
• •Innovation
• •Timeless Design

Best Practices

• •Anchor to Core Values: Ensure all copy, whether for social media, product descriptions, or ads, subtly reflects at least one core brand value like authenticity, individuality, or freedom.
• •Maintain Consistency Across Platforms: TikTok's tone can be more informal and trend-driven than a website's "About Us" page, but both should feel like Gavash.
• •Ensure Visuals Align with Tone: If the tone is "freedom and comfort," the visuals shouldn't be overly restrictive or formal. The "contemporary and minimalist spirit" should feel achievable.
• •Develop a Tone of Voice Guide: Create a simple internal guide with keywords, "we say this / not that" examples, and summaries of the brand personality to ensure everyone writing for Gavash is aligned.
• •Authenticity in Sustainability Communication: As the brand mentions aspirations for sustainability, ensure this is communicated carefully and authentically.

Social Perception

Emerging Brand with potential fast fashion associations. It's hard to determine if the stated values, particularly sustainability, are perceived as genuinely practiced by consumers.

Copy Examples

• •Each garment is an invitation to express your individuality.
• •Empower those who choose them.
• •Contemporary and minimalist spirit.
• •The need to dress authentically.
• •A timeless piece for your authentic wardrobe.