Brand Tone

Sophisticated & Effortless, Confident & Authoritative (subtly), Conscious & Responsible, Aspirational & Cool

Brand Values

• •Quality Craftsmanship
• •Timeless Style & Versatility
• •Sustainability & Ethical Responsibility
• •Effortless Chic
• •Authenticity & Integrity

Best Practices

• •Embrace Understated Confidence: Avoid overly salesy or hyperbolic language. Let the quality and design speak for themselves. Use clear, concise, and sophisticated vocabulary.
• •Highlight Timelessness and Versatility: Focus on how pieces can be integrated into a lasting wardrobe rather than promoting fleeting trends. Emphasize their ability to be dressed up or down.
• •Integrate Sustainability Naturally: Weave in mentions of responsible materials and practices as inherent qualities of the product, rather than standalone, preachy statements. Make it part of the value proposition.
• •Speak to an Effortless Aesthetic: Use language that evokes ease, comfort, and a polished yet relaxed sensibility. Words like "effortless," "refined," "modern," and "essential" align well.
• •Maintain Visual and Verbal Harmony: Ensure that the copy consistently reflects the clean, minimalist, and high-quality aesthetic of FRAME’s visuals across all platforms. The language should feel as curated as the imagery.

Social Perception

High-Quality & Luxurious, Worth the Investment (for many), Stylish & On-Trend (but classic), Sustainability Efforts Acknowledged (but with some skepticism), Customer Service Concerns, Celebrity Endorsement Impact

Copy Examples

• •Instagram Post (Image: Model in FRAME jeans and a crisp white shirt, looking effortlessly chic on a city street): "The art of everyday elegance. Discover denim that moves with you, designed for forever. #FRAMEdenim #EffortlessStyle"
• •Product Page (Le High Skinny Jean): "An icon, redefined. Our Le High Skinny jean combines a flattering high-rise with premium stretch denim for a silhouette that’s both timeless and impeccably modern. Crafted for comfort, designed to last. Responsibly made."
• •Email Newsletter Subject: "New Arrivals: Modern Classics, Sustainably Crafted by FRAME"
• •Brand Story Snippet (About Us Page): "FRAME began with a simple mission: to create the perfect pair of jeans. Today, we extend that passion to a complete wardrobe of thoughtfully designed essentials, blending Los Angeles’ laid-back luxury with a distinct European sensibility. We believe in responsible production, timeless design, and the power of effortless style."
• •TikTok Video Caption (Video: Quick cuts showing various ways to style a FRAME blazer – casual with jeans, dressed up over a slip dress): "One blazer, endless possibilities. Your wardrobe’s hardest worker. #FRAMEstyle #VersatileChic #InvestmentPiece"