Brand Tone

Aspirational yet Accessible, Conscious and Thoughtful, Empowering and Confident, Community-Oriented and Friendly, Authentic and Proudly South African

Brand Values

• •Quality Craftsmanship
• •Ethical Production
• •Sustainability
• •Versatility and Timelessness
• •Individuality and Empowerment
• •Community
• •Considered Design

Best Practices

• •Embrace "Conscious Confidence": Write with an empowering and assured voice, but always underpin it with the brand's thoughtful and ethical approach. Avoid overly aggressive or exclusive language.
• •Tell the Story Behind the Product: Go beyond just describing features. Highlight the local craftsmanship, the sustainable choices, and the versatility that aligns with a mindful lifestyle.
• •Speak to Your Community, Not Just at Them: Use inclusive language ("we," "us," "our community"). Ask questions, encourage interaction, and feature user stories or styles when possible. Make customers feel like part of the Kinda journey.
• •Maintain Authenticity: Be genuine in your communications. If you're talking about sustainability, be specific. If you're celebrating local, show it. Avoid jargon or buzzwords without substance.
• •Keep it Stylishly Simple: Reflect the brand's contemporary and timeless aesthetic in your language. Aim for clear, elegant, and engaging copy that is easy to read and understand, avoiding overly complex or fussy wording.

Social Perception

Stylish and Modern, Ethically Minded, Good Quality, Support Local, Relatable and Authentic

Copy Examples

• •Instagram Post (Image of a woman confidently wearing a Kinda dress in a city setting): Step into your power. Our [Dress Name] isn't just a dress, it's a feeling. Ethically crafted in Cape Town for the woman who carves her own path. #KindaWoman #MadeInCapeTown #EffortlessStyle
• •Website Product Description (For a versatile knitwear piece): Meet your new everyday essential. The [Knitwear Name] is designed with timeless comfort and endless versatility in mind. Made with love by local artisans in Cape Town, it’s a piece you’ll reach for season after season. #ConsciousFashion #KindaStaples #SupportLocalZA
• •Email Newsletter Subject Line: More Than Just Clothes: Discover the Kinda Difference ✨ (Body Snippet): At KINDA, we believe in fashion that feels good, inside and out. From considered design to ethical crafting right here in Cape Town, discover pieces that tell a story of quality and conscious choice.
• •Facebook Ad (Carousel showcasing different ways to style a top): One top, endless possibilities. The [Top Name] is designed for your life – from workdays to weekends, and everything in between. See how our community is styling theirs and find your Kinda look. Shop sustainable, shop local. #KindaVersatility #CapsuleWardrobe #EthicallyMade
• •Blog Post Title / Social Media Teaser: Beyond the Seams: Meet the Cape Town Artisans Behind Your Kinda Favourites. We're taking you behind the scenes to celebrate the incredible skill and passion woven into every Kinda garment. #KindaCommunity #EthicalCraftsmanship #OurStory