Brand Tone

Sophisticated, Elegant, Intelligent, Confident, Understated, Minimalist, Contemporary, Modern

Brand Values

• •Timeless Design & Longevity
• •Quality Craftsmanship & Materials
• •Modern Femininity & Empowerment
• •Intelligent Design
• •Conscious Craft & Sustainability (Emerging)
• •Understated Elegance

Best Practices

• •Embrace Elevated Language: Use sophisticated vocabulary that reflects luxury and intelligence. Avoid overly casual slang or overly simplistic phrasing. Focus on evocative and descriptive words (e.g., artisanal, meticulous, sculptural, refined).
• •Highlight Quality & Craftsmanship: Consistently weave in mentions of premium materials, design integrity, and the skill involved in creating the garments. This reinforces the value proposition.
• •Focus on Timelessness over Trends: Frame collections and pieces in terms of enduring style and lasting value, rather than chasing fleeting trends. Emphasize versatility and the ability to wear pieces for years to come.
• •Speak to the Target Woman's Intellect and Spirit: Address the "confident, intelligent, and complex" Scanlan Theodore woman. The copy should feel empowering and resonate with her appreciation for thoughtful design and understated elegance.
• •Maintain Visual and Textual Harmony: Ensure the copy complements the brand's clean, minimalist, and high-quality visual aesthetic seen on the website and social media. The tone should feel integrated with the overall brand experience.

Social Perception

Luxury, High Quality, Investment Pieces, Established, Respected, Variable Customer Service/Recent Quality Concerns, Ethical Considerations, Professional and Versatile

Copy Examples

• •Headline: Enduring Style. Consciously Crafted. Body: Discover the essence of modern elegance. Our latest collection honors an unwavering commitment to artisanal craftsmanship and timeless design, for pieces you will cherish season after season. Invest in enduring quality, designed for the discerning woman. (Product Focus: New Collection/General Brand)
• •Headline: The Art of Refinement. Body: Experience the luxurious embrace of our signature Crepe Knit. Meticulously engineered for a flawless drape and unparalleled comfort, it’s the intelligent foundation for a versatile wardrobe. Sculptural silhouettes meet everyday wearability. (Product Focus: Crepe Knit Line)
• •Headline: Beyond the Trend. Before the Moment. Body: For the woman who defines her own style, Scanlan Theodore offers a curated selection of pieces that speak to a confident, independent spirit. Each garment is a testament to impeccable construction and a minimalist aesthetic that transcends fleeting fashions. (Target Audience Focus: The Independent Woman)
• •Headline: Sustainable Futures, Woven with Intent. Body: Our journey towards conscious luxury is woven into every fibre. We are dedicated to sourcing premium, sustainable materials and partnering with artisans who share our commitment to ethical practices. Elegance that feels as good as it looks. (Value Focus: Sustainability & Quality)
• •Headline: The Architecture of Confidence. Body: Explore tailoring that empowers. Our structured blazers and impeccably cut trousers are designed with precision and an understanding of the modern woman’s multifaceted life. From the boardroom to an evening out, command attention with quiet confidence. (Product Focus: Tailoring/Workwear)