Brand Tone

Whimsical, Creative, Playful, Adventurous, Approachable, Passionate, Ethical, and Transparent

Brand Values

• •Ethical Production
• •Sustainability and Zero Waste
• •Artistic Originality
• •Quality and Durability

Best Practices

• •Lead with Imagination: Always start with the creative story. Use evocative and whimsical language to describe the inspiration behind prints and collections, connecting with the customer's emotions.
• •Weave in Values Seamlessly: Don't just state that you're ethical; show it. Talk about your 15-year factory partnership, the "bi-products" made from off-cuts, and the elimination of plastics. This makes your values tangible and believable.
• •Emphasize "Forever" over "Trendy": Use phrases like "made for years of love," "timeless," and "cherished piece" to reinforce the brand's commitment to quality and slow fashion, distinguishing it from fast-fashion competitors.
• •Maintain a Personal Voice: Continue to tell the founder's story. Using "I" or "we" in brand narratives makes the company feel personal and accessible, as if customers are supporting an artist directly.
• •Use "Playful Professionalism": While the tone is creative and fun, the copy should always be clear, professional, and informative, especially regarding product details, sizing, and the specifics of your ethical commitments. This builds confidence and trust.

Social Perception

Distinctive, High-Quality, Ethical, Trustworthy, and Loved for its Unique Style and positive customer experience.

Copy Examples

• •Born from a daydream and a sketchbook full of midnight doodles. Our Spring '25 collection is a walk through a wild garden. Each hand-drawn print has a story to tell. Which one will you wear? #LeonardSt #WearableArt #AustralianDesign
• •Fashion that feels good, inside and out. Our commitment to zero-waste production and ethical partnerships means every piece is made with love for the planet and for the people who make them. Wear the change. #EthicalFashion #SustainableStyle
• •Meet the 'Folklore' Dress. Inspired by mythical creatures and vintage storybooks, this dress features an original Leonard St print, hand-drawn in our Melbourne studio. With a flattering silhouette and crafted from breathable cotton, it’s designed for adventures and made for years of love.
• •It started with a doodle. In 2004, Amanda McCarthy's love for vibrant color and playful prints became Leonard St. We believe in the power of an image to evoke emotion and design joyful pieces that last a lifetime. From our Melbourne design studio to our ethical partners in Bali, every garment is a piece of our story.
• •A little playfulness, now for a little less. Some of our most-loved prints and styles are now on sale. This isn't fast fashion; it's your chance to bring home a unique, ethically-made piece you'll cherish for seasons to come.