Brand Tone

Whimsical and Creative, Friendly and Approachable, Nostalgic and Timeless, Thoughtful and Considerate, Authentic and Passionate

Brand Values

• •Creativity and Originality
• •Quality and Craftsmanship
• •Ethical Production and Sustainability
• •Inclusivity and Flattery
• •Friendship and Community
• •Joy and Self-Expression

Best Practices

• •Embrace Storytelling: Weave the brand's origins, design inspiration (like travel and vintage finds), and the friendship at its core into product descriptions, social media, and 'About Us' sections.
• •Use Evocative and Sensory Language: Describe prints and fabrics with words that appeal to imagination and touch (e.g., silky soft cotton, a print that dances with colour, whispers of vintage charm).
• •Maintain a Warm and Inclusive Voice: Address customers in a friendly, approachable manner. Celebrate diversity and ensure messaging resonates with creative women of all types.
• •Highlight Values Authentically: Don't just state ethical practices; explain why they matter to the brand and how they are implemented. Connect sustainability and fair production to the longevity and love invested in each garment.
• •Stay Visually Consistent: Ensure that the playful, colorful, and often whimsical nature of the clothing is reflected in the tone of written content, aligning with the visual identity across all platforms.

Social Perception

Emily and Fin was generally perceived very positively by its customers, who formed a loyal following. The brand was appreciated for its distinctive vintage-inspired aesthetic, unique prints, and the quality and fit of its garments. The ethical and sustainable commitments of the brand were recognized and valued by a segment of its audience. There was a strong sense of community among fans, as evidenced by activities like swapping and selling pre-loved items.

Copy Examples

• •Remember that feeling of discovering a hidden treasure? Our new collection is here, blooming with hand-drawn prints and silhouettes that tell a story. Each piece is designed in our London studio, ready to make your everyday adventures a little more magical. ✨ Explore the wonder.
• •Meet the 'Lucy' dress – your new best friend for sunny park strolls and spontaneous picnics. With her playful print, flattering fit, and (of course!) pockets for all your essentials, Lucy is crafted from soft, breathable cotton to keep you smiling all day long. Adventure awaits!
• •We believe beautiful clothes shouldn't cost the Earth. That's why we pour our hearts into 'slow fashion' – creating timeless pieces you'll love for years, made with naturally sourced fabrics and a commitment to the wonderful people who craft them. Wear your values, beautifully.
• •Spotted! We adore seeing how you style your Emily and Fin favourites. Tag us in your photos for a chance to be featured and share the joy! Let's celebrate creativity and the stories our clothes help us tell. #EmilyAndFinStyle
• •From a sketch in Emily's notebook to a vibrant print ready to brighten your wardrobe – a little peek into how our 'Desert Dreams' fabric came to life! Every color, every motif is dreamed up with love in our London studio. What adventures will you take it on?