Brand Tone

The brand's tone is caring and empathetic, stemming from its origin story. It is also technical and informative, explaining product features clearly, and health-conscious and ethical, emphasizing sustainability and animal welfare. Furthermore, it is personable and community-focused, reflecting its local business presence and approachable relationship with customers.

Brand Values

• •Comfort and Wellness
• •Sustainability and Animal Welfare
• •Quality and Innovation
• •Problem-Solving and Empathy
• •Simplicity and Practicality

Best Practices

• •Always connect the brand back to its origin story, starting with the problem (foot pain) and the motivation (love and care). This emotional anchor is the strongest asset and should be woven into "About Us" pages, social media posts, and campaign messaging.
• •Use a warm, caring tone when discussing the customer's problems, then switch to a confident, informative tone when presenting the shoe as the solution. Use phrases like "We understand..." followed by "That's why we engineered..."
• •Frame the products not just as shoes, but as tools for a better quality of life. Use keywords like "wellness," "relief," "support," "balance," and "solution-driven" instead of just "fashionable" or "trendy."
• •Don't just mention that the shoes are "vegan." Explain what that means for the brand's values, such as "a vision where the protection of animals is fundamental" or "we strongly oppose unethical manufacturing." This reinforces the brand's integrity.
• •Maintain simplicity and clarity in copy, reflecting the practical design of the shoes. Avoid overly technical jargon without explaining the benefit. For every feature mentioned (e.g., "acupressure points"), immediately state the customer benefit (e.g., "to improve blood flow and relax your entire body").

Social Perception

REBECCA LIM'S is perceived as a niche solution provider specializing in foot comfort for those with specific issues or professions requiring long hours on their feet. It is seen as offering high-quality, unique products with technical benefits, and as a trusted new local business in Saskatoon. Its commitment to veganism and sustainability also positions it as an ethical and modern brand.

Copy Examples

• •You spend hours caring for others, and we spent years designing a shoe that cares for you. With acupressure insoles and feather-light support, our vegan shoes help you finish your day as strong as you started it. #RebeccaLims #WellnessFootwear #NurseLife #StandAllDay #ComfortInEveryStep
• •You shouldn't have to choose between comfort, style, and your values. At Rebecca Lim's, our 100% vegan shoes are designed with innovative arch support to eliminate foot pain, not add to landfills. Discover the difference a shoe born from empathy can make. Shop our collection now.
• •More Than a Shoe. It's a Wellness Tool. Born from a mission to end foot pain, our shoes combine 30 years of comfort technology with a 100% vegan philosophy. Feel the relief from the first step.
• •Meet the California-Sun Slip-On, where innovative wellness meets timeless style. Engineered with our signature arch support and stimulating acupressure points, this shoe acts like a second skin. The seamless, breathable upper prevents friction, while the ultra-light, carbon-free outsole provides steadfast traction. 100% vegan and machine washable for a fresh start, any day of the week.
• •It all started with a simple goal: to help a mother walk without pain. That mission grew into Rebecca Lim's. Every pair we make is infused with that same spirit of care, from the cruelty-free materials we select to the patented arch support we perfect. This isn't just footwear; it's our story of empathy, crafted for your well-being.