Brand Tone

Polished, Confident, and Pragmatic

Brand Values

• •Quality Craftsmanship
• •Timeless Elegance
• •Modern Femininity
• •Practical Luxury
• •Designer-Led Vision

Best Practices

• •Lead with "Polished Confidence": Use declarative sentences and avoid hesitant language. The tone should be assured and knowledgeable, reflecting the founder's expertise. Frame descriptions around solutions (e.g., "the perfect pant for...") rather than just features.
• •Always Weave in the "Made in Canada" Story: Mentioning the brand's Canadian provenance isn't just a detail; it's a core value. Connect it to tangible benefits like superior quality, meticulous craftsmanship, and national pride.
• •Emphasize "Timeless over Trendy": Use words like "iconic," "signature," "essential," "investment," and "forever piece." Avoid slang, overly casual language, or references to fleeting micro-trends. The copy should feel as lasting as the clothes.
• •Speak to the "Why," Not Just the "What": Instead of saying "a black dress," say "the dress that takes you from day to dinner without a second thought." Connect each product to the lifestyle and needs of the target audience—the busy, sophisticated woman who values practicality and elegance.
• •Use a Lexicon of Understated Luxury: Incorporate words that evoke quality and sophistication without being ostentatious. Examples include: "meticulously crafted," "impeccable," "refined," "understated," "elevated," and "polished." This reinforces the premium positioning of the brand.

Social Perception

Pink Tartan is perceived as a premium, reliable Canadian designer brand for professional and affluent women. It is seen as a high-quality, sophisticated, and aspirational brand, valued for its classic and enduring style, albeit at a niche, high-price point.

Copy Examples

• •The anatomy of a perfect day starts with the perfect shirt. Our signature cotton shirt, meticulously crafted in Canada, isn't just borrowed from the boys—it's perfected for you. Feel the confidence of a flawless fit and the luxury of timeless design. Your wardrobe's most valuable player has arrived.
• •We believe in the art of getting dressed. In pieces that feel as good as they look. In quality you can touch and style that endures. Designed by Kimberley Newport-Mimran and proudly made in Canada, Pink Tartan is more than clothing—it’s a philosophy of modern, pragmatic luxury for a life beautifully lived.
• •From boardroom to borough. Our new Season Jacket is engineered for the woman in motion. With its clean lines and impeccable Canadian craftsmanship, it's the one piece you'll reach for on repeat. Effortless transitions, guaranteed. #PinkTartan #MadeInCanada #CanadianChic
• •Where fashion meets function. The Tilley Sport collection, designed by Kim Newport-Mimran, combines our signature polished aesthetic with cutting-edge performance technology. For the fairway, the weekend, and everywhere in between. Look and feel your best, without compromise.
• •Invest in forever. For a limited time, acquire the timeless pieces your wardrobe deserves. Discover our curated collection of enduring styles, from impeccably tailored trousers to versatile day-to-dinner dresses. This isn't a sale. It’s an opportunity.