Brand Tone

Mindful, Artistic, and Gentle

Brand Values

• •Conscious Consumption & Slow Fashion
• •Artistic Curation
• •The Celebration of Movement
• •Mindfulness and Self-Care

Best Practices

• •Develop a Brand Lexicon: Create a list of 'on-brand' words (e.g., thoughtful, curated, ritual, movement, form, texture, gentle, conscious) and 'off-brand' words (e.g., deal, hurry, trendy, must-have, sale). This ensures everyone writing for the brand uses a consistent vocabulary.
• •Focus on the 'Feeling,' Not Just the 'Features': Instead of listing specifications first, lead with the sensory experience. How does the fabric feel on the skin? How does the piece integrate into the customer’s life? Frame products as companions to a lifestyle.
• •Tell the Story Behind the Product: Embrace the 'slow fashion' value by sharing details about the materials, the maker, or the design inspiration. This reinforces transparency and the idea that each item has a soul, justifying its place in a conscious wardrobe.
• •Use Metaphors of Art and Nature: Lean into the brand name 'figure a.' Use language from art and nature to describe products—'a study in curves,' 'the color of sea salt,' 'a sculptural silhouette.' This elevates the products beyond mere commodities.
• •Maintain a Calm and Uncluttered Voice: Keep sentences clear and concise. Use ample white space in website and email layouts. The copy should feel as minimalist and intentional as the products themselves. Avoid exclamation points and excessive emojis to maintain a sophisticated, gentle tone.

Social Perception

Niche, Aspirational, and Aesthetic-Driven

Copy Examples

• •A study in subtlety. The Lina Necklace is a quiet statement, designed to catch the light and move with you. A simple, golden thread for your daily story. #slowfashion #figa #thoughtfuljewelry
• •The ritual of the morning cup, elevated. This hand-thrown mug, with its perfectly imperfect form, is crafted to fit comfortably in your hands. A small, grounding moment of beauty to start your day. Made consciously by artisan partners in Portugal.
• •For the quiet moments | Our new Home collection is here.
• •More than just objects. A thoughtful collection of pieces for a life in motion. Discover conscious fashion, skincare, and jewelry.
• •Details that matter. Movement that flows. Moments for you. #slowliving #aesthetic #selfcarerituals #figashop