Brand Tone

friendly, personal, aspirational, welcoming, inclusive, direct, intimate, enthusiastic, passionate

Brand Values

• •Personal Connection
• •Customer-Centricity
• •Calm and Considered Choice
• •Community
• •human-centric shopping experience

Best Practices

• •Prioritize Personal Pronouns: Use "we," "you," and "us" to foster a direct and personal connection with the audience.
• •Maintain a Positive and Enthusiastic Voice: Employ upbeat and passionate language. Phrases like "we love," "dreamy," and "gorgeous" align with the brand's positive energy.
• •Emphasize Service and Connection: Continuously reiterate the brand's commitment to personalized assistance over impersonal online sales. Frame the lack of e-commerce as a benefit to the customer.
• •Foster a Sense of Community: Consistently use the "#KALMAgirl" hashtag and related terms to build a brand identity that customers feel a part of.
• •Keep it Aspirational yet Accessible: Balance high-fashion references (Paris, Milan) with a warm, welcoming, and down-to-earth tone that invites everyone to participate in the KALMA experience.

Social Perception

charming, well-curated boutique with a strong emphasis on customer service, exclusive, service-oriented alternative to mass-market retailers, trend-savvy, accessible, values a boutique experience

Copy Examples

• •That weekend feeling, bottled up in a dress. We're here to help you find the piece that makes your moments memorable. Send us a message for a personal style consultation! #KALMAgirl
• •Fresh from Paris, with love. Our latest collection is a dream of denim and effortless chic. Visit us in-store to discover your new favorite outfit. We're waiting for you at c/Santaló 56! #KALMABCN
• •From our racks to your special night out. ✨ Becoming a #KALMAgirl is this easy. What do you think of this look?
• •At KALMA, fashion is a conversation, not a transaction. We believe in the magic of finding the perfect fit, and that requires a personal touch. That's why we invite you to our space, a closet of dreams where you are the main character.
• •Hi [Client Name]! Thinking of you, we just got in this gorgeous knit sweater that we think you'll adore. Let us know if you'd like us to send you a photo or put it aside for you! ❤️ The KALMA team.