Brand Tone

friendly, approachable, and aspirational yet accessible; welcoming, supportive, and community-oriented; helpful and empowering; playful and descriptive; like a trusted friend who gives great fashion advice.

Brand Values

• •Customer Experience & Empowerment
• •Curated & Quality Selection
• •Accessibility and Practicality
• •Community and Personal Connection

Best Practices

• •Lead with a Welcoming Tone: Always begin communications, especially on social media and in emails, with a warm and friendly greeting like "Hello lovely," "Hi beauties," or a simple, cheerful emoji (e.g., 👋, ✨). This immediately establishes the brand's approachable, community-focused voice.
• •Focus on "How It Feels": Beyond describing the product's features (fabric, cut), emphasize the feeling and confidence it gives the wearer. Use empowering and evocative language like "ready to conquer the world," "effortless elegance," and "your new weekend uniform" to connect emotionally with the customer.
• •Use a Personal Sign-Off: Whenever appropriate (especially in emails or direct replies), end with a personal touch, such as "Kylie x" or "The Neon Laundry Team." This reinforces the brand's identity as a personal, small-business boutique rather than a faceless corporation.
• •Incorporate Storytelling in Descriptions: Frame products within a lifestyle context. Instead of just "blue dress," write copy like, "The perfect dress for that upcoming beach wedding or a long lunch with friends." This helps the customer visualize themselves wearing the item and makes the product more desirable.
• •Maintain a Clean and Aspirational Aesthetic: While the tone is friendly, the grammar, spelling, and overall presentation should remain polished and professional. Use emojis to add personality but avoid clutter. This balance ensures the brand is perceived as both approachable and a credible source for quality fashion.

Social Perception

largely positive, centered on it being a trusted local boutique with excellent customer service and high-quality, stylish clothing; emphasis on quality and reliability from stocking well-known Australian labels; perceived as an established and trustworthy retailer with a professional, yet personal and style-conscious brand image.

Copy Examples

• •Sunshine in a dress! ☀️ Meet the 'Serena' Maxi, your new go-to for effortless elegance. With its breezy fabric and stunning print, it's perfect for weekend markets or your next holiday escape. We believe in pieces that make you feel amazing! Tap to shop the look. #neonlaundry #newarrivals #australianstyle #maxidress
• •Style That Works For You. From desk to dinner, the perfect outfit shouldn't be complicated. At Neon Laundry, we handpick beautiful, wearable pieces from your favourite Australian designers so you can feel confident and chic, no matter the occasion. Discover our latest collection of timeless styles. #shoplocal #boutiquefashion #worktoweekend
• •A little treat for your wardrobe, lovely! Hi [Customer Name], Your wardrobe called—it's ready for a little refresh! Our End of Season Sale is on now, with up to 40% off stunning styles from labels you love, including Elm, Humidity, and more. Find that perfect piece you've been dreaming of. Limited stock available, so don't wait! Shop the sale now and find your new favourite. With love, Kylie & the Neon Laundry Team x
• •Cozy season is calling! How would you style our new 'Chloe' Knit? Poll: "☕ Casual Coffee" vs. "🥂 Dressy Dinner"
• •More Than Just a Fashion Store. Discover our handpicked collection of beautiful, relaxed, and wearable clothing from the best local & international designers. Let us help you find a style that makes you feel ready to conquer the world. [Shop New In]