Brand Tone

Sophisticated, serene, and mindful. It is calm and confident, evocative, and sensory, focusing on feeling. Minimalist in expression.

Brand Values

• •Timeless Design
• •Quality Craftsmanship
• •Effortless Elegance
• •Slow Fashion & Sustainability
• •Mindful Simplicity

Best Practices

• •Use a Sensory Vocabulary: Focus on words that evoke touch, sight, and feeling. Use terms like soft, structured, flowing, crisp, breathable, drape, texture, and light to describe the products, not just their look.
• •Embrace 'Less is More': Keep copy concise, elegant, and impactful. Avoid exclamation points, excessive emojis, or overly casual slang. Let the quality of the product and the visuals do most of the talking.
• •Tell the 'Slow Fashion' Story: Consistently weave the values of longevity, craftsmanship, and conscious consumption into your messaging. Explain why a garment is an investment, referencing the quality of the materials and the timelessness of its design.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the serene, minimalist, and sophisticated aesthetic of the brand's photography and web design. The words should feel like they belong in the image.
• •Speak to the Customer's Intellect and Values: Address your audience as discerning individuals who appreciate artistry and substance. The tone should be a respectful dialogue about shared values quality, elegance, and mindfulness rather than a hard sell.

Social Perception

Premium, trustworthy, and artistic brand. Perceived as an embodiment of modern, minimalist chic, appealing to discerning customers who value substance and style over fleeting trends. Purchases are seen as investments in high-quality, durable fashion.

Copy Examples

• •The art of simplicity, expressed in pure linen. Designed to move with you, to soften with time, and to be a cherished piece for seasons to come. Discover the effortless feel of our new Ana Dress.
• •Beyond Trends. Beyond Seasons. Our core collection is a philosophy of timeless design and exceptional quality, crafted to build the perfect, lasting wardrobe.
• •This week, we introduce pieces that celebrate the integrity of their materials. The soft touch of brushed cotton, the graceful drape of our signature silk blend. These are not just new arrivals; they are future heirlooms, designed with intention in our Tel Aviv studio.
• •Tired of the noise? At ISHI, we believe in the quiet confidence of a perfectly crafted garment. Experience the difference of slow fashion. Made to last, designed to be loved. #SlowFashion #TimelessDesign
• •ISHI was born from a shared belief: that true style isn't loud, but quiet; not fleeting, but enduring. We create more than just clothes; we create companions for a well-lived life, with every seam and silhouette designed to bring comfort, beauty, and simplicity to your everyday.