Brand Tone

Soft & Inviting, Chic & Aspirational, Friendly & Relatable, Inspiring & Creative

Brand Values

• •Aesthetics & Beauty: A focus on visually pleasing, well-designed products.
• •Comfort & Well-being: Products that enhance everyday living and create a sense of ease.
• •Individuality & Self-Expression: Helping customers curate a personal style.
• •Quality & Thoughtful Curation: Offering selected items that meet certain standards.
• •Joy & Lightness: Bringing moments of happiness and positivity through its offerings.

Best Practices

• •Develop a Brand Voice Guide: Document the chosen tone, keywords, "do's and don'ts" for language, and examples. Share this with anyone creating content.
• •Consistent Visuals: Ensure that product photography, website design, and social media graphics align with the "pastel" theme – light, airy, soft, and aesthetically pleasing. The visuals strongly support the copy.
• •Storytelling: Use copy to tell stories about the products, the inspiration behind them, or how they fit into the "Pastel Company" lifestyle. Focus on benefits and feelings, not just features.
• •Audience Engagement: When interacting with customers (comments, DMs, reviews), maintain the established friendly, inviting, and chic tone. Personalize responses where possible.
• •Regular Content Review: Periodically audit website copy, social media posts, and marketing materials to ensure they are still on-brand and resonate with the target audience. Adapt as the brand evolves, but keep the core tone consistent.

Social Perception

A go-to source for stylish and gentle-hued fashion, decor, and lifestyle items; a brand that understands a desire for a softer, more curated aesthetic; trustworthy and focused on quality over quantity; modern, fresh, and in touch with current aesthetic trends (like the general popularity of pastel colours in fashion and design).

Copy Examples

• •Instagram Post (New Product - Fashion): "Drape yourself in the softest hues of the season. Our new [Product Name] is here to add a touch of gentle elegance to your everyday. ✨ #PastelCompany #SoftStyle #NewCollection"
• •Website Banner (Decor): "Create your calm. Discover curated decor in dreamy pastels to transform your space into a sanctuary. Shop Home."
• •Email Subject Line (Lifestyle Promotion): "Life in Soft Focus: Little Luxuries from Pastel Company"
• •Product Description (General): "Crafted with care and designed to delight, our [Product Name] embodies the quiet joy of pastel living. It’s more than just an item; it’s a feeling."
• •About Us Snippet: "At Pastel Company, we believe in the beauty of subtlety and the joy of a life well-curated. We bring you a thoughtful selection of fashion, decor, and lifestyle pieces designed to inspire and comfort."