Brand Tone

Expressive, Conscious, and Empowering

Brand Values

• •Sustainability & Environmental Consciousness
• •Freedom of Expression & Individuality
• •Quality & Craftsmanship
• •Ethical Practices
• •Inclusivity
• •Authenticity

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the brand's tone (Expressive, Conscious, Empowering, Authentic, Personal), core values, key messaging points, "do's and don'ts" for language, and examples of on-brand copy. This guide should be the single source of truth for all communications.
• •Prioritize Value-Driven Language: Consistently weave in words and phrases that reflect the brand's core values: "sustainable," "eco-conscious," "hand-made," "custom," "expressive," "quality," "ethical," "conscious," "thoughtful," "unique," "one-of-a-kind."
• •Speak Directly to the Target Audience: Use "you" and "your" to create a personal connection. Frame benefits around their desire for self-expression, individuality, and making conscious choices (e.g., "your style, sustainably imagined," "helping you express your authentic self").
• •Maintain Authenticity and Transparency: When discussing sustainability or ethical practices, be specific and honest, as highlighted in their brand values ("talking about the issues in a transparent and authentic manner"). Avoid greenwashing by backing up claims.
• •Ensure Visual and Textual Harmony: The expressive and artistic tone in the copy should be consistently reflected in the brand's visual identity (website imagery, social media posts). This creates a cohesive and memorable brand experience.

Social Perception

Eco-Conscious & Unique, Designer-Led & Quality-Focused, Emerging & Niche

Copy Examples

• •Headline: Dare to Bloom. Your Style, Sustainably Imagined. Body: At Formula S7, we don't just make clothes; we craft wearable art that speaks your language. Discover unique, made-to-order pieces that honor your individuality and our planet. Express yourself, consciously.
• •Headline: Fashion with Purpose. Designed for You, Kind to the Earth. Body: Move beyond the trend cycle. Our slow fashion ethos means every Formula S7 creation is thoughtfully designed and handmade with intention, ensuring quality that lasts and a style that’s unmistakably yours. Invest in pieces you'll treasure.
• •Headline: Unchain Your Style. Embrace Your Authentic Self. Body: Formula S7 believes in the power of self-expression. From vibrant custom designs to eco-conscious essentials, we provide the canvas for your unique story. Wear your values, boldly.
• •Headline: More Than Just a Dress. It's a Statement. Body: Looking for that one-of-a-kind piece for your special day or everyday masterpiece? Formula S7 offers custom designs and alterations, bringing your vision to life with sustainable practices and meticulous craftsmanship. Let's create something unforgettable, together.
• •Headline: Join the Slow Fashion Movement. Wear the Change. Body: Every Formula S7 piece is a step towards a more sustainable future. Made-to-order, with eco-friendly materials and a passion for ethical production. Feel good in what you wear, inside and out.