Brand Tone

Playful & Whimsical, Creative & Artistic, Ethical & Sincere, Joyful & Optimistic, Approachable & Authentic, Bold & Expressive

Brand Values

• •Ethical Production
• •Sustainability & Environmental Responsibility
• •Creativity & Originality
• •Joy & Well-being
• •Quality & Durability
• •Transparency
• •Individuality & Self-Expression

Best Practices

• •Emphasize the "Why": Always connect the playful designs and vibrant aesthetics back to the core values of joy, ethical production, and sustainability. Explain *why* these elements are important to the brand.
• •Show, Don't Just Tell, the Ethics: Instead of just saying "ethically made," share specific stories or facts about the Ryan Bali Garment factory, zero-waste bi-products, or sustainable material choices. Visuals of these processes can be powerful.
• •Maintain a Joyful & Optimistic Voice: Ensure all copy, from product descriptions to social media captions, reflects the brand's aim to "make people smile." Use positive, uplifting language.
• •Highlight Artistry & Originality: Consistently remind the audience that prints are hand-drawn and designs are unique, stemming from artistic inspiration. This reinforces the value and distinctiveness of the brand.
• •Engage with an Approachable Authenticity: While a designer label, maintain the friendly, slightly whimsical, and sincere tone that makes the brand feel accessible and genuine. Avoid overly formal or corporate language.

Social Perception

Leonard St is widely perceived as a distinctive and reputable Australian independent designer label. It is highly regarded for its unique, artistic, and often whimsical prints, coupled with a genuine and demonstrable commitment to ethical and sustainable manufacturing. Customers and the fashion community appreciate the brand's joyful aesthetic and the positive values it embodies. It is seen as a refreshing alternative to fast fashion, offering high-quality, thoughtfully designed pieces with a meaningful story. The brand's long-term ethical practices, particularly its zero-waste initiatives and fair treatment of garment workers, are frequently highlighted and valued.

Copy Examples

• •Wrap yourself in joy! Our new collection, blooming with hand-drawn prints and crafted with kindness, is here to make you smile. Wear your art out. #LeonardSt #EthicalFashion #WearableJoy
• •More than just a dress, it’s a story. Designed in Melbourne, made with love and zero-waste principles. Discover pieces that feel good, inside and out. #SustainableStyle #LeonardStPrints #ConsciousCloset
• •Let your style sing! Leonard St brings you bold colours and whimsical patterns, all ethically made to brighten your world. Because fashion should be fun, and fair. ✨ #PlayfulPrints #EthicallyMade #LeonardStreet
• •From our studio to your wardrobe, every Leonard St piece is a little burst of happiness. Crafted with sustainable materials and a commitment to our planet and people. Feel the difference. #SlowFashionMovement #ArtYouCanWear #LeonardStValues
• •Dare to be different? Our unique prints are designed for dreamers, doers, and everyone who believes in the magic of a well-made, ethical garment. Find your happy at Leonard St. #OriginalPrints #FairTradeFashion #MelbourneDesigner