Brand Tone

aspirational, minimalist, and effortlessly cool

Brand Values

• •Quality
• •Modern Aesthetics
• •Simplicity
• •Confidence
• •Accessibility

Best Practices

• •Lead with Confidence, Not Hype: Use declarative and assured statements. Instead of "You'll love our amazing new shirt!" try "The new standard in shirting." The tone is cool and confident, not desperate.
• •Keep it Minimal and Direct: Use short sentences and concise language. Avoid unnecessary adjectives or overly descriptive prose. Let the product and visuals do most of the talking. The copy should complement, not crowd.
• •Focus on "How it Feels": Emphasize the tactile experience and the feeling of wearing the clotheswords like "premium," "soft," "heavyweight," "structured," and "comfort" should be staples in the brand's vocabulary.
• •Embody the "Effortless" Value: The copy should always make style seem easy and attainable. Use phrases like "Your new uniform," "Uncomplicated style," and "The search ends here" to convey a sense of providing a simple solution to a style problem.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the aesthetic of the images. If the photography is minimalist and urban, the copy should be clean, modern, and direct. This synergy is crucial for building a strong, recognizable brand identity.

Social Perception

The public and customer perception of More Often is that of a reliable and stylish online clothing store. It is seen as a go-to option for high-quality basics and trendy oversized apparel. The brand is perceived as being "in the know" about current street-style trends without being overly flashy. Customers often associate it with good value for money, appreciating the intersection of price and quality. The limited online chatter also means there is little to no negative perception, giving the brand a clean slate to build upon.

Copy Examples

• •The Essential Tee, Redefined. Built from premium, heavyweight cotton for a feel you'll want to live in. Styled for the street, designed for comfort. This is your new uniform. Shop the collection via the link in bio. #MoreOften #EffortlessStyle #PremiumBasics #OversizedTee
• •Wear It More Often. Curated essentials for the modern wardrobe. Premium quality, timeless design.
• •Your Search for the Perfect Fit Ends Here. Tired of basics that don't last? Discover More Often's collection of premium oversized tees and co-ord sets. Effortless style, delivered to your door. Free shipping on all orders. Shop Now
• •New Arrivals: The Foundation of Your Wardrobe.
• •The Metro Co-ord Set - Slate Grey Uncomplicate your style. The Metro Co-ord set combines a relaxed-fit sweatshirt with matching joggers, crafted from our signature soft-loop fabric. Whether you're navigating the city or enjoying a day in, this set is the definition of modern comfort. Designed to be worn together or apart, more often.