Brand Tone

aspirational, elegant, and exclusive; sophisticated and refined; evocative and sensory, focusing on luxury and storytelling.

Brand Values

• •Heritage & Tradition
• •Excellence & Quality
• •Elegance & Modernity
• •Exclusivity & Luxury
• •Customer Satisfaction

Best Practices

• •Focus on "Feeling" over Features: Describe the sensation and emotion of wearing the garment rather than just listing materials. Luxury consumers buy into prestige, power, or status.
• •Use Storytelling: Weave narratives around the brand's heritage, artisan skills, and design inspiration to transform products into coveted objects with history and meaning.
• •Maintain an Exclusive Lexicon: Use sophisticated, evocative, and elegant language, including terms like "legacy," "heirloom," "artisanal," "couture," and "timeless." Avoid slang, casual phrases, or aggressive sales language.
• •Balance Visuals and Copy: Ensure high-quality imagery is complemented by concise, impactful copy that creates an air of mystery and allure, inviting customer imagination.
• •Create a Brand Voice Guide: Develop an internal document outlining the brand's tone, key value propositions, approved vocabulary, and words to avoid to ensure consistent voice across all communications.

Social Perception

Perception is largely controlled by the brand itself due to limited external validation. Perceived as a niche, high-end provider of luxury cultural apparel. Trust is built through professional presentation and storytelling.

Copy Examples

• •Where heritage is woven into every thread. Our master artisans dedicate hours to each creation, transforming pure silk and gold thread into a wearable legacy. This is more than a caftan; it is a timeless story of Moroccan elegance, designed for the woman who commands it. #ELMSamia #CaftanMarocain #HauteCouture #ArtisanalLuxury
• •The Art of the Caftan, Redefined. Experience the fusion of ancestral craftsmanship and contemporary design. Discover a collection where every piece is an heirloom in the making.
• •Embody regal grace with The Safia. Cut from fluid silk crepe, this piece drapes exquisitely, its deep emerald hue reminiscent of ancient palace gardens. The neckline and cuffs are adorned with hand-stitched sfifa and aakad buttons, a testament to time-honored Moroccan artistry. Designed not just for an event, but for an entrance.
• •An Invitation to Elegance: Your Exclusive Preview Awaits.
• •Unforgettable Moments Begin with Unforgettable Style. ELM Samia brings the soul of Moroccan haute couture to your wardrobe. Each caftan is a masterpiece of tradition and modern luxury, crafted for life's most cherished events. Discover your statement piece.