Brand Tone

Sophisticated, Mindful, and Assured.

Brand Values

• •Sustainability
• •Timelessness
• •Quality
• •Transparency
• •Mindfulness

Best Practices

• •Lead with Philosophy: Start with the "why" before the "what." Every piece of copy should connect back to the core values of sustainability, timelessness, and conscious consumption.
• •Use Elevated Language: Employ a sophisticated and elegant vocabulary that mirrors the quality of the garments. Words like "curate," "considered," "timeless," and "artisan" are on-brand.
• •Educate, Don't Preach: Share information about sustainable practices, fabric origins, and the benefits of a capsule wardrobe in an informative and empowering way, rather than a judgmental one.
• •Maintain a Minimalist Feel: Just as the designs are clean and uncluttered, the copy should be concise and impactful. Avoid hyperbole and let the quality of the product speak for itself.
• •Tell the Story: Go beyond product descriptions. Talk about the makers, the design inspiration, and the intention behind each piece. This builds a deeper connection with the customer and reinforces the brand's transparency.

Social Perception

Respected, Ethical, and Aspirational.

Copy Examples

• •Introducing Edition 9. Not a fleeting trend, but a permanent addition to a thoughtful wardrobe. Discover pieces designed to be cherished, layered, and loved for a lifetime. Because true style is timeless.
• •The art of the perfect shirt. Crafted from 100% certified organic cotton and tailored for a life of effortless elegance. This isn't just a piece of clothing; it's a commitment to quality and conscious style.
• •Invest in forever. Wear it now.
• •For us, sustainability isn't a buzzword; it's the foundation of everything we do. From our Sydney-based makers to our certified fabrics, every choice is a conscious one. Join us in wearing the change you want to see.
• •Slow down. Buy better. Keep forever. This is the essence of Esse.