Brand Tone

Authentic & Story-driven, Modern & Edgy, Conscious & Purposeful, Understated Confidence, Feminine & Empowering

Brand Values

• •Heritage & Craftsmanship
• •Sustainability & Ethical Production
• •Modernity & Timelessness
• •Quality
• •Authenticity & Storytelling
• •Individuality & Subversion

Best Practices

• •Embrace the Founder's Voice: Continuously draw inspiration from Samantha McCoach’s personal connection to Scottish heritage and her vision of modernizing it. Let her passion and authenticity shine through the copy.
• •Balance Tradition with Modernity: Always highlight the heritage and craftsmanship, but frame it within a contemporary context. Use language that feels fresh and relevant, occasionally incorporating a subtle edginess or a nod to subculture.
• •Lead with Values: Weave in key values like sustainability, local production, and enduring quality naturally into product descriptions, "About Us" sections, and social media content. Be transparent about these commitments.
• •Storytelling is Key: Every piece has a connection to a larger narrative of family, tradition, and modern interpretation. Use storytelling to create an emotional connection with the audience.
• •Maintain an Understated Confidence: Avoid hyperbole or overly aggressive sales language. The quality of the product and the strength of the brand story should speak for themselves. The tone should be assured, stylish, and slightly aspirational.

Social Perception

Respected for Craftsmanship, Unique Blend of Tradition and Modernity, Sustainably Minded (with room for improvement), Aspirational and High-Quality, Culturally Significant, Founder-Driven

Copy Examples

• •Headline: Heritage, Woven In. Style, Worn Out. Body: Each Le Kilt piece is more than a garment; it's a story. Crafted in Scotland with time-honored techniques and a modern spirit. Wear the tradition, define your own. Call to Action: Discover Your Le Kilt
• •Headline: The Anti-Trend. The Forever Kilt. Body: We don't chase seasons. We craft enduring style. Le Kilt reimagines Scottish tradition for the conscious modern wardrobe, made to be lived in and loved for generations. Call to Action: Invest in Timeless
• •Headline: From Scotland, With Edge. Body: Rooted in ancestry, designed for now. Le Kilt blends authentic craftsmanship with a contemporary, rebellious streak. This isn't just fashion, it's a statement. Call to Action: Shop the Collection
• •Headline: Consciously Crafted. Confidently Worn. Body: Our commitment: sustainable practices, local artisans, and impeccable quality. Le Kilt offers timeless pieces that feel as good as they look, empowering your individual style. Call to Action: Learn Our Story
• •Headline: Le Kilt: Beyond the Pleats. Body: It started with a grandmother's skill and a single kilt. Today, it's a modern uniform for those who value authenticity, quality, and a touch of the unexpected. Join our story. Call to Action: Explore New Arrivals