Brand Tone

Sophisticated & Chic, Minimalist & Clean, Aspirational yet Accessible, Confident & Understated, Friendly & Engaging (on TikTok)

Brand Values

• •Timeless Style
• •Quality Craftsmanship
• •Versatility & Functionality
• •Modern Femininity
• •Thoughtful Design
• •Community & Engagement
• •Calculated Growth

Best Practices

• •Embrace Sophisticated Simplicity: Keep language clear, concise, and elegant. Avoid jargon or overly casual slang. Focus on evocative but straightforward descriptions.
• •Highlight Timelessness & Versatility: Consistently thread the needle of how pieces are 'modern essentials,' 'timeless,' and 'versatile.' Show, don't just tell, how items can be styled for different occasions or integrated into an existing wardrobe.
• •Maintain Visual & Verbal Cohesion: Ensure the clean, minimalist, and chic aesthetic of the visuals is mirrored in the copy. Use a vocabulary that reflects this (e.g., 'curated,' 'sculpted,' 'architectural,' 'effortless').
• •Speak to an Empowered, Intentional Consumer: Address the customer as someone who is thoughtful about her purchases and values quality and style that lasts beyond fleeting trends. The copy should feel empowering and affirm her choices.
• •Be Authentic and Transparent (especially regarding concerns): While maintaining a polished tone, don't be afraid to subtly address past concerns if relevant (e.g., 'now with an updated fit for ultimate comfort'). In customer interactions, always be respectful and aim to resolve issues in line with the brand's values. This builds trust and loyalty.

Social Perception

Trendy & Stylish, Associated with Influencer Drea Chong, Pricier for the Perceived Value (by some), Inconsistent Sizing (historically), Good Potential, Local Pride

Copy Examples

• •Headline: The Foundation of Effortless. Body: Meet the Signature Shirt – your new forever favorite. Crafted for timeless appeal and endless versatility, it’s more than just clothing; it’s a good addition to a thoughtfully curated life. Pure style, simplified. Call to Action: Discover Your Essential.
• •Headline: From Sunrise to Spotlight. Seamlessly. Body: Our Sculpted Midi Dress moves with your day. Elegant for the office, chic for the evening out. Designed in premium fabric that feels as good as it looks, because true style is versatile. Make every moment an occasion. Call to Action: Shop the Look.
• •Headline: Redefine Your Silhouette. Body: Step into the now with our Architectural Trouser. A modern take on a classic, featuring clean lines and a contemporary fit that speaks volumes. For the woman who dresses with intention. Elevate your everyday. Call to Action: Explore New Arrivals.
• •Headline: The Art of the Essential Knit. Body: Experience the difference of considered design. Our Soft-Touch Knit Cardigan combines luxurious feel with meticulous craftsmanship. Every stitch, a promise of quality and comfort. A good addition, made to last. Call to Action: Feel the Difference.
• •Headline: Good Additions, Lasting Style. Body: We believe in a wardrobe built on intention. Chic, functional pieces designed to be loved season after season. Good Addition is more than a label; it's a commitment to modern essentials and enduring style. Curate your story with us. Call to Action: Join Our Community | Explore the Collection.