Brand Tone

Playful & Joyful, Luxurious & High-Quality, Conscious & Ethical, Independent & Authentic, Approachable & Engaging

Brand Values

• •Ethical Production
• •Sustainability/Eco-consciousness
• •Quality & Craftsmanship
• •Joyful Expression & Individuality
• •Slow Fashion
• •Transparency

Best Practices

• •Embrace Playful Positivity: Infuse copy with words that evoke happiness, color, and fun (e.g., "joyful," "vibrant," "sparkle," "playful") while maintaining a sophisticated undertone.
• •Highlight Ethical Craftsmanship: Consistently weave in the narrative of ethical production, Nepalese artisans, and the quality of natural/recycled materials. Use phrases like "handcrafted with care," "ethically sourced," "people and planet before profit."
• •Speak the Language of "Conscious Luxury": Balance terms of quality and luxury ("fine cashmere," "luxurious feel," "timeless design") with those of mindfulness ("eco-conscious," "slow fashion," "buy less, buy better").
• •Maintain an Authentic, Founder-Led Voice: Where appropriate, share the brand's journey and the passion behind it. Use "we" to foster a connection, reflecting the small, dedicated team and founder.
• •Be Descriptive and Evocative: Use vivid language to describe the feel of the fabrics, the richness of the colors, and the unique details of the designs, helping customers imagine the joy of wearing the pieces.

Social Perception

Highly Positive Customer Feedback, Seen as Ethical and Sustainable, Luxurious yet Playful, Associated with "Dopamine Dressing", Valued for Timelessness and Versatility, Strong Founder Story

Copy Examples

• •Headline: Wrap Yourself in Joy. Discover Orwell + Austen. Body: More than just knitwear, it's a feeling. Our ethically crafted cashmere and natural yarn pieces are designed in London and handmade with love in Nepal. Wear your values, spark joy. Call to Action: Shop the Collection of Joy
• •Headline: Slow Fashion, Bright Style. Body: At Orwell + Austen, we believe in pieces that last – in quality and in spirit. Our playful, luxurious knits are made consciously, so you can feel as good as you look. Buy less, love more. Call to Action: Explore Our Timeless Knits
• •Headline: The Art of Ethical Cashmere. Body: Experience the difference of handcrafted luxury. Each Orwell + Austen sweater tells a story of fair partnership, sustainable sourcing, and the vibrant spirit of Nepal. Soft on you, kind to the planet. Call to Action: Learn Our Story
• •Headline: Not Just a Sweater, It's a Statement. Body: From bold slogans to vibrant hues, our knitwear is made for those who dress with personality. Ethically produced and designed to be cherished, find the piece that speaks your language. Call to Action: Find Your Signature Knit
• •Headline: From Our Founder's Heart, To Your Wardrobe. Body: Orwell + Austen began with a dream of joyful, conscious fashion. Our small-batch, artisan-made knitwear is a testament to that vision – quality, creativity, and care in every stitch. Call to Action: Meet Jessica & The Brand