Brand Tone

Effortless, feminine, encouraging, friendly, and confidence-boosting.

Brand Values

• •Timeless Style
• •Quality and Comfort
• •Positive Customer Experience
• •Empowering Women
• •Australian Identity

Best Practices

• •Use Empowering Language: Frame product benefits around how they will make the customer feel (e.g., "confident," "effortless," "ready for anything").
• •Maintain a Friendly & Approachable Voice: In all communications, from customer service emails to social media captions, use a warm and friendly tone. Avoid overly formal or technical jargon.
• •Emphasize Timelessness over Trends: While acknowledging current styles, focus the copy on the longevity and versatility of the pieces. Use phrases like "a future classic" or "your new go-to."
• •Keep it Simple and Clean: The copy should reflect the "uncomplicated" and "effortless" nature of the brand. Be clear, concise, and easy to read.
• •Showcase the Australian Identity: Subtly weaving in the brand's Australian roots can help build a stronger connection with the local market and create a unique brand story.

Social Perception

Overwhelmingly positive, perceived as a reliable source for modern, stylish, and quality womenswear in Australia, with high customer satisfaction and a focus on effortless style.

Copy Examples

• •Effortless style, designed to last. Discover our new collection of timeless pieces, made for the modern woman.
• •Meet your new favorite dress. Combining comfort and chic, this piece flows with you from a morning coffee run to an evening out. It’s not just a dress; it’s a feeling of confidence.
• •That feeling when your outfit is just right. ✨ Our latest arrivals are here to bring a little effortless joy to your wardrobe. Tap to shop!
• •For your forever wardrobe… 🌿
• •We believe that great style should be simple. At Florence Store, we curate timeless fashion that is as comfortable as it is beautiful, so you can feel confident and chic every single day.