Brand Tone

Personal, welcoming, knowledgeable, passionate, community-focused, aspirational yet accessible.

Brand Values

• •Quality and Curation
• •Personal Service
• •Heritage and Trust
• •Adaptability and Modernity

Best Practices

• •Maintain a Personal Voice: Always write as if you are speaking to a friend. Use "we" and address the customer directly ("you"). Share personal anecdotes or styling thoughts from the team to reinforce the friendly, welcoming tone.
• •Emphasize Curated Quality: Don't just show the product; tell the story behind it. Explain why a particular brand or item was chosen. Use phrases like "hand-picked for you," "quality that lasts," and "our favorite fit" to communicate your expertise and commitment to quality.
• •Foster Community in Every Post: Actively encourage interaction by asking questions ("How would you style this?"), running polls, and responding to comments thoughtfully. Make your social channels a two-way conversation.
• •Connect with Local Heritage: Subtly reference your Karlshamn roots and long-standing presence in the community. Mentioning local events or traditions, like the annual Christmas display, strengthens your bond with local customers.
• •Be Consistently Positive and Energetic: Let the "happy and positive" team spirit shine through in all written communication. Use optimistic language and express genuine excitement for the products and for helping customers. This positive energy is a key differentiator of the brand.

Social Perception

Oskar & Kristina is perceived as a high-end, established fashion boutique and a must-visit destination in Karlshamn. Customers and the wider community view the brand as trustworthy, service-oriented, and a pillar of the local retail scene. They are known for their high-quality, curated selection and for creating a welcoming, positive shopping atmosphere.

Copy Examples

• •That perfect dress for late summer evenings has arrived. From By Malina, this piece combines timeless design with a modern flair. We love it for its effortless elegance and beautiful fit. Come by the store and let us help you style it for your next occasion! #OskarAndKristina #ByMalina #NewArrival #Karlshamn #Fashion
• •Welcome, Autumn. Discover our new collection, hand-picked with the quality, fit, and style you can always expect from us. Timeless pieces to love season after season.
• •A special treat for our community! This Thursday, join us for an exclusive live shopping event right here in the group. We'll be unveiling our favorite new knits and outerwear, with a special offer just for you. We can't wait to see you there!
• •A Personal Note: Our Mid-Season Sale Starts Now
• •Happy & Positive. It's how we approach fashion and service. Let us know how we can help you today! #FamilyBusinessSince1993