Brand Tone

Effortlessly Chic & Sophisticated, Inspired & Aspirational, Feminine & Empowered, Timeless with a Modern Edge, Personal & Relatable (on social media)

Brand Values

• •Timeless Quality & Durability
• •Effortless Style
• •Individuality & Freedom of Expression
• •Sophistication with an Edge
• •Sustainability (emerging value)

Best Practices

• •Embrace "Effortless Sophistication": Use language that is refined but not overly formal. Avoid jargon and keep sentences clear and flowing. Think understated confidence.
• •Weave in the "Inspired by Freedom" Narrative: Subtly reference the ideas of individuality, timelessness, and a touch of rebellious spirit. Use storytelling around the inspiration behind collections or pieces.
• •Highlight Quality and Timelessness: Focus on the longevity and enduring style of the garments. Words like "crafted," "essential," "investment," and "cherished" can reinforce this.
• •Maintain a Consistent Visual and Verbal Language: Ensure that the copy on the website, social media, and any marketing materials aligns with the sophisticated, slightly edgy, and clean aesthetic of the brand's imagery.
• •Speak to the "Ruby Tuesday Woman": Understand her desires for style, quality, and individuality. The copy should resonate with a woman who is confident, appreciates lasting design, and has a discerning eye for fashion.

Social Perception

High-Quality and Stylish, Distinctive Aesthetic, For the Fashion-Conscious Woman, Covetable Pieces

Copy Examples

• •Effortless elegance, designed to move with you. Discover the new collection – timeless pieces for your unique story.
• •Parisian cool meets Scandinavian simplicity. Our latest arrivals are an ode to the free-spirited woman. #RubyTuesdayStyle
• •Crafted to last, styled for now. Invest in pieces you'll love season after season. Explore the edit.
• •The art of dressing, simplified. Find your new favorite go-to pieces that speak your language. Shop Ruby Tuesday.
• •Beyond trends. Beyond seasons. Just pure, unadulterated style. This is Ruby Tuesday.