Brand Tone

aspirational, authentic, and friendly

Brand Values

• •Quality & Comfort
• •Local Pride
• •Authenticity & Self-Expression
• •Community

Best Practices

• •Lead with the 'Why': Always connect the copy back to the brand's core mission of finding happiness and one's 'X'. Frame products not just by their features (e.g., 'soft cotton') but by the feeling they evoke ('your new favourite feeling').
• •Embrace Bilingualism Naturally: Continue using a mix of French and English, especially on social media. This reinforces the brand's Montreal roots and speaks to its core audience authentically. Slogans like 'Confortable et stylé' can be used alongside English descriptions.
• •Use 'Community' Language: Incorporate words like 'we,' 'our community,' and 'the LIX family' to foster a sense of belonging. Actively solicit and feature user-generated content, making sure to credit the creators, to turn customers into brand ambassadors.
• •Tell Micro-Stories: In product descriptions and social media posts, tell small stories. Instead of just 'Blue T-Shirt,' try 'Inspired by the late-night sky over Mont-Royal, this tee is for the dreamers.' This adds emotional depth to the products.
• •Maintain a Voice Guide: Create a simple document outlining the brand voice. Include 'words we love' (e.g., authentic, joy, comfort, journey, express) and 'words we avoid' (e.g., cheap, discount, mass-produced). This ensures everyone writing for the brand—from social media managers to customer service—sounds consistent.

Social Perception

High-Quality & Stylish, Trustworthy, Authentic & Relatable

Copy Examples

• •Find your comfort. Find your joy. Find your X. Our new Oasis Hoodie is more than just soft fabric and a perfect fit – it’s a reminder to chase those moments that make you feel truly alive. Made with love, right here in Montreal. Tap to shop your new favourite feeling. ✨ #LIXDESIGN #MadeInMontreal #FindYourX #QuebecBrand #ComfortIsKey
• •Why choose between style and substance? LIX DESIGN is your go-to Montreal brand for apparel that feels as good as it looks. From our ultra-soft hoodies to our unique graphic tees, every piece is designed to help you express your authentic self. Join the LIX family today! 🍁
• •Wear Your Story. Authentic apparel from Montreal, designed for comfort, quality, and your daily pursuit of happiness. Discover the LIX DESIGN difference.
• •From our screen to your story. ✨ #BehindTheDesign #SmallBusiness #Montreal #FashionTikTok #LIXDESIGN
• •A Little Bit of Happy Just for You | LIX DESIGN. Ready for a comfort upgrade? See what’s new, what’s loved, and what’s designed to make you smile.