Brand Tone

Friendly and Approachable, Playful and Joyful, Authentic and Transparent, Enthusiastic and Passionate, Informal and Relatable

Brand Values

• •Sustainability and Ethical Production
• •Inclusivity and Diversity
• •Community
• •Comfort and Joy
• •Transparency
• •Creativity and Self-Expression
• •Kindness

Best Practices

• •Embrace Imperfection & Authenticity: Don't be afraid to be a little "rough around the edges." Use genuine, human language. Share the real stories behind the brand and products.
• •Prioritize "We" over "I" (Community First): Constantly refer to and involve the "Yak community." Use inclusive language that makes customers feel like part of a collective. Ask questions and encourage interaction.
• •Inject Joy and Playfulness: Use vibrant, positive language. Don't shy away from emojis, exclamation points (in moderation), and a bit of humor where appropriate. The aim is to make people smile.
• •Be Transparent and Educational (Kindly): When talking about sustainability or ethical practices, do so in an open, honest, and easy-to-understand way. Avoid jargon and focus on the positive impact.
• •Keep it Conversational and Friendly: Write as if you're talking to a friend. Use contractions, an informal style, and a warm, approachable tone throughout all communications.

Social Perception

Positive and Loyal Customer Base, Ethical and Conscious Choice, Fun and Unique, Community-Focused, Trustworthy

Copy Examples

• •🌈 Hello, sunshine in a dungaree! ☀️ Our NEW [Pattern Name] Originals just dropped, and they're basically a wearable hug. Made with 100% organic cotton (because we love happy skin & a happy planet!), these beauties are ready for all your adventures. Who's ready to spread some joy? #InMyYaks #LucyAndYak #JoyfulDressing #EthicalFashion
• •Psst... Your Yaks are calling! 😉 Treat yourself (and the planet!).
• •Wear your values, literally! ✨ Consciously comfy clothes made with love for you & Mother Earth. Dive into our story and see how we’re making fashion kinder. [Link to Sustainability Page]
• •One tee, SO many vibes! 😍 We love seeing how our Yak community rocks their style. You do you, always! Show us your looks! #LucyAndYakFam #ComfortIsKing #StyleYourWay #InclusiveFashion
• •Warning: May cause extreme coziness and spontaneous grinning! 😊 Our [Fleece Name] is like wrapping yourself in a cloud, made from recycled materials because snuggles shouldn't cost the Earth. Pockets big enough for snacks? Obvs! Adventure-ready? You bet! Get ready to live your brightest, comfiest life.