Brand Tone

friendly, supportive, relatable, and empowering

Brand Values

• •Sisterhood and Friendship
• •Empowerment
• •Authenticity and Relatability
• •Quality and Affordability
• •Customer-centricity
• •Inclusivity and Diversity
• •Social Responsibility

Best Practices

• •Embrace "We" and "Us": Use inclusive language that reflects the brand's origin story of two best friends and fosters a sense of community (e.g., "We created Amei because we know the struggle...").
• •Speak Like a Friend: Keep the language warm, approachable, and understanding. Avoid overly formal or technical jargon. Use contractions and a conversational style.
• •Focus on Solutions and Empowerment: Highlight how Amei solves the common pain points of bridesmaid dress shopping and how the dresses make women feel confident and beautiful.
• •Incorporate Storytelling: Weave in elements of the brand's founding story, the meaning behind the name "Amei," and the importance of sisterhood to build an emotional connection.
• •Be Authentic and Relatable: Use user-generated content where appropriate and create scenarios in copy that reflect real-life wedding party experiences and friendships. Maintain transparency about products and policies.

Social Perception

Amei is perceived positively by its customers as a brand that offers high-quality, beautiful, and comfortable bridesmaid dresses at a reasonable price point. They are seen as a solution to the common frustrations of bridesmaid dress shopping. The customer service is well-regarded, and the brand's origin story of two best friends resonates with their audience, fostering a sense of connection and trust. Their commitment to social causes through the "Giving Back" program likely enhances this positive perception.

Copy Examples

• •Finding the perfect bridesmaid dress shouldn't add stress to the wedding countdown! ✨ At Amei, we've been there. That's why we pour our hearts into designing dreamy dresses that your bride tribe will actually love (and love to wear again!). Effortless, elegant, and always under $150. Let's make some memories! #AmeiBridesmaids #Sisterhood #WeddingJoy #BridesmaidDressesAustralia
• •You Said Yes to Them, They'll Say Yes to These! Beautiful, affordable bridesmaid dresses designed by best friends, for best friends. Feel confident, comfortable, and utterly gorgeous on the big day (and beyond!). Shop the collection and join the Amei sisterhood. ♡
• •Meet the [Dress Name] – where elegance meets easy-to-wear. Designed with love and an understanding of what makes a bridesmaid truly shine, this dress features [mention a key feature like 'our signature soft satin-like fabric' or 'a universally flattering A-line silhouette']. Because your besties deserve to feel as amazing as they look. #AmeiStyle #BridesmaidGoals
• •POV: Your bridesmaids actually *want* to wear their dresses again! 😉 We get it. That's why our dresses are designed for comfort, style, and all the happy tears (and dance moves!). Tag your bride squad! #withAmei #BridesmaidStrugglesSolved #WeddingFun #PastelPerfection
• •Tired of the endless search for bridesmaid dresses that tick all the boxes? ✔️ Cute ✔️ Affordable ✔️ Quality ✔️ Comfortable. Amei was born from that exact frustration! Founded by two best friends, we create timeless bridesmaid dresses that celebrate sisterhood and empower every woman to shine. Plus, with every purchase, you help us give back to Aussie charities. Discover your dream dresses today! [Link to website]