Brand Tone

Playful & Irreverent, Bold & Confident, Youthful & Energetic, Witty & Sassy, Inclusive & Fun

Brand Values

• •Self-Expression & Individuality
• •Creativity & Originality
• •Fun & Enjoyment
• •London-Centric Cool
• •Provocative (in a playful way)

Best Practices

• •Develop a "Voice Chart": Clearly define the brand's personality traits (Playful, Bold, Witty, etc.) and provide "Do" and "Don't" examples for tone, language, and humor. This should be the go-to guide for anyone writing copy.
• •Embrace Wit and Wordplay: Encourage the use of clever puns, light-hearted sarcasm (where appropriate), and engaging questions. Keep it fresh and avoid clichés unless used ironically.
• •Be Visually and Verbally Cohesive: Ensure the playful and bold tone of the copy is mirrored in the brand's visual identity (bright colors, dynamic imagery). The words and pictures should tell the same energetic story.
• •Know Your Audience, Engage Them: Understand the "London Girl" cool, confident, and savvy persona. Use language and references that resonate with them. Encourage interaction on social media with playful questions and responses.
• •Stay True, Even in Transition: Given the changes with Henry Holland's involvement and the website status, it's crucial that the *current* House of Holland maintains the foundational playful and bold spirit if it wishes to retain brand equity. If the brand is evolving, this should be communicated with the same characteristic transparency and wit it was known for. The copy should exude confidence in its current and future direction.

Social Perception

Cult Label, Iconic Slogans, Historically Innovative & Playful, Uncertainty due to Website/Ownership, Instagram as Current Face, Collaborative Nature

Copy Examples

• •Warning: May cause excessive compliments and incurable confidence. Our latest dress has just dropped – handle with sass. #HouseofHolland #NewCollection #BoldFashion #TooGlamToGiveADamn
• •Your wardrobe called, it's bored. (Don't worry, we've got the cure.)
• •Say it loud, wear it proud. This isn't just a tee, it's a statement. Made for those who write their own rules and have a laugh doing it. 100% cotton, 110% attitude. #HOHSloganTee #WearYourWords
• •Weekend vibe check: Staying in and slaying? OR Going out and causing a scene? (Our new collection supports both decisions, FYI 😉)
• •House of Holland x [Collaborator]: Twice the Trouble, Double the Fun. Shop the exclusive drop now before it's too cool for school (again).