Brand Tone

friendly, approachable, stylish, and community-oriented

Brand Values

• •Supporting Canadian Brands
• •Sustainability and Eco-Consciousness
• •Quality and Style
• •Customer Experience & Community
• •Mindful Living

Best Practices

• •Embrace Warmth and Friendliness: Always use welcoming and approachable language. Address the customer directly (e.g., "you," "your") to create a personal connection. Think of it as talking to a friend.
• •Highlight Canadian Roots and Sustainability: Consistently weave in mentions of Canadian designers and the brand's commitment to eco-conscious practices. This reinforces core values and resonates with the target audience.
• •Focus on "Feeling Good": Emphasize how the products will make the customer feel – confident, stylish, comfortable, good about their choices. Connect fashion with positive emotions and values.
• •Build Community: Use inclusive language. Encourage interaction, share customer stories (with permission), and promote local events or collaborations to foster a sense of belonging.
• •Be Authentic and Relatable: Share behind-the-scenes glimpses, founder stories, or relatable style challenges. Authenticity builds trust and makes the brand more human and approachable.

Social Perception

Lemonberry is generally perceived very positively by its customers and the broader online community, as a supportive local business that cares about its community and promotes local talent. They are also viewed as a trusted source for sustainable fashion, stylish and curated, and have received awards and recognition.

Copy Examples

• •Instagram Post (New Arrival - Canadian Designer): "Meet your new favourite sweater, lovingly designed right here in Canada! 🇨🇦💕 Crafted with sustainable Tencel and the softest touch, it’s a piece you’ll feel good in, and good about. Supporting local never looked so chic! #LemonberryLovesLocal #SustainableStyle #MadeInCanada #ShopLocalAurora"
• •Email Newsletter Subject: Cozy Up with Conscious Choices 🍂 "Hey beautiful! As the leaves change, so can our impact. Discover our latest collection of eco-friendly knits and Canadian-designed treasures that bring warmth to your wardrobe and our planet. Let's make this season stylishly sustainable together! Explore what's new at Lemonberry..."
• •Website Banner (General): "Style That Tells a Story. Discover curated fashion from Canadian designers and sustainable brands that help you express your unique self, beautifully and consciously. Welcome to the Lemonberry family!"
• •Facebook Ad (Promoting In-Store Event): "You’re Invited! 🎉 Join us this Saturday at Lemonberry in Aurora for a special Sip & Style event! Discover the latest fall arrivals, get personalized styling tips, and enjoy some local treats. We can't wait to see our wonderful community! Tag a friend you’d love to bring! #LemonberryCommunity #AuroraEvents #ShopSmallSupportLocal #FashionForward"
• •Product Description (Lifestyle Item): "Bring a little piece of mindful calm into your home with these hand-poured soy candles from an amazing Canadian artisan. With notes of [scent description], it’s the perfect way to unwind and create a cozy sanctuary. Because self-care is always in style. ✨ #LemonberryHome #ShopCanadian #MindfulLiving #ArtisanMade"