Brand Tone

Authentic & Passionate, Free-spirited & Irreverent, Confident & Expressive, Approachable & Community-focused, Slightly Edgy & Cool, Nostalgic

Brand Values

• •Authenticity
• •Individuality & Self-Expression
• •Timelessness over Trends
• •Quality
• •Slow Fashion Ethos
• •Inclusivity
• •Community
• •Passion & Perseverance

Best Practices

• •Know Your Roots & Story: Always draw back to the core inspiration – 70s music, bohemian spirit, rock'n'roll, vintage. Infuse this passion and authenticity into every piece of copy. Let the brand’s origin story inform the language.
• •Embrace the "Irreverent but Approachable" Voice: Write with confidence and a touch of edginess, but keep it inclusive and welcoming. Avoid overly formal or generic corporate language. Use contractions and speak directly to the customer like a cool, trusted friend.
• •Focus on Timelessness & Self-Expression, Not Fleeting Trends: Highlight how the clothes allow for personal style and are designed to be loved for years. Use words like "timeless," "treasure," "authentic," "your story," and "express yourself."
• •Weave in Music & Cultural References Subtly (and Authentically): Nods to the 70s, rock muses, or a "festival field" vibe can enhance the tone, but ensure they feel genuine and not forced. The brand name itself is a Fleetwood Mac song title, setting a clear precedent.
• •Create a "Little Lies Lexicon": Develop a list of on-brand words and phrases (e.g., "future vintage," "rock'n'roll soul," "bohemian irreverence," "your gang," "timeless edge") and off-brand words to avoid. This helps ensure consistency across all writers and platforms.

Social Perception

A Unique Alternative, Cool and Stylish, Authentic and Passion-Driven, Good Quality, Empowering, Connected to Music and Vintage Culture, Growing and Successful, Approachable and Customer-Focused

Copy Examples

• •Headline: Stop chasing trends. Start a revolution in your wardrobe. Little Lies – Wear it like you mean it. Body: Inspired by the untamed spirit of the 70s and the raw energy of rock'n'roll, our latest collection is for the rule-breakers, the music-makers, and the ones who dress for themselves. These aren't just clothes; they're future vintage, ready to tell your story.
• •Instagram Caption (with an image of a flowing kimono): Channel your inner Stevie. ✨ Our new [Kimono Name] is pure bohemian poetry, designed to move with your soul and make every sidewalk your stage. Because life’s too short for boring clothes. #LittleLies #BohoRock #TimelessStyle #FutureVintage
• •Email Subject Line: That Little Lies feeling? It’s back with new arrivals. Body: Hey [Customer Name], Remember that thrill of finding a piece that just *gets* you? We’ve bottled it again. Dive into new designs born from late nights, good music, and big dreams – all crafted in Scotland to be loved for a lifetime. Find your next forever piece.
• •Product Description Snippet (for a band-inspired tee): More than just a tee, it’s a statement. This isn’t about who’s on the playlist; it’s about the vibe, the energy, the unapologetic you. Cut for a relaxed fit that feels like an old favourite from day one. Throw it on, turn it up.
• •About Us Page Excerpt: We started Little Lies in a Scottish bedroom with a pile of vintage vinyl and a dream: to create clothes that felt like us – a little bit rebellious, a whole lot of heart, and always ready for an encore. We don't do fast fashion. We do forever pieces with a rock'n'roll soul.