Brand Tone

Sweet, Girly, and Dreamy

Brand Values

• •Femininity
• •Everyday Magic
• •Mature Cuteness
• •Unique, cherished collections
• •Blending vintage and current trends

Best Practices

• •Use Dreamy and Evocative Language: Employ words like "dreamy," "magical," "cinematic," "sweet," and "cherish." The goal is to sell not just a product, but a feeling.
• •Incorporate "Kawaii" Culture Subtly: Use soft emojis (like ✨, 💖, 🎀, 🌸) and maintain a friendly, almost personal tone. The language should feel like it's coming from a fashionable older sister or friend.
• •Focus on the "Moment": Frame products around experiences. Instead of just listing features, describe the moments where the item can be worn—a picnic date, a study session at a cute cafe, or a walk through the city.
• •Maintain a Soft Visual and Textual Palette: Ensure that the copywriting tone matches the soft, pastel, and vintage-inspired visuals. The words should be as gentle and aesthetically pleasing as the photos.
• •Highlight the "One-of-a-Kind" Aspect: Consistently remind customers that these pieces are special and designed to be treasured. Use phrases like "your special one," "a unique find," or "a timeless piece to love forever" to reinforce value beyond trends.

Social Perception

Trendy, "Insta-Worthy," and Reliably Cute

Copy Examples

• •That movie-heroine feeling. ✨ Our new Petal Frill Blouse is here to turn your daily coffee run into a scene worth remembering. Swipe to see the delicate details.
• •For a wardrobe that's as dreamy as you are. Discover the Autumn Collection.
• •Meet your new everyday companion. With just the right amount of frill and plenty of room for your essentials (and dreams), this tote is designed to add a little touch of magic to your busiest days.
• •One dress, three moods. Which MELLOWNEON look is your favorite? 💖 #girlystyle #vintagelove #everydaymagic
• •A little something sweet just for you...