Brand Tone

Aspirational & Trendy, Approachable & Friendly, Confident & Understated, Informative & Helpful

Brand Values

• •Simplicity & Timelessness
• •Purpose & Functionality
• •Sustainability & Ethical Considerations
• •Customer-Centricity
• •Quality within Affordability

Best Practices

• •Embrace "Effortless Cool": Ensure copy consistently reflects a blend of laid-back, approachable coolness with an underlying sense of refined style. Use language that feels current but not overly slangy, maintaining a timeless appeal.
• •Highlight Versatility & Timelessness: Continuously emphasize how pieces can be styled for various occasions and are designed to last beyond fleeting trends. Use phrases like "wear on rotation," "your forever pieces," "effortless transitions."
• •Be Authentically Engaging (especially on social media): Ask questions, respond to comments thoughtfully, and use a conversational tone that invites interaction. Reflect the community's language and excitement when appropriate (e.g., "We see you loving the Evelyns!").
• •Subtly Weave in Values: Without being preachy, let the values of simplicity, purpose, and thoughtful production shine through. For instance, "Designed with your day in mind" or "Crafted for comfort and confidence, season after season."
• •Maintain Visual-Copy Cohesion: Ensure the tone of the copy perfectly complements the visual aesthetic of the platform. For minimalist, chic visuals, the copy should also be clean, concise, and stylish. For more dynamic TikToks, the copy can be more energetic and direct.

Social Perception

Trendy & Desirable, with some mixed feedback regarding material and origin, but generally positive regarding style and customer service.

Copy Examples

• •Instagram Post (Image: Model wearing Evelyn Low Rise Trousers): Unlock that main character energy. ✨ Our Evelyn Low Rise Trousers are back to serve looks and all-day comfort. Tailored for every vibe, especially our tall cool girls. Tap to make them yours. #SCGCollections #LowRiseLove #EffortlessStyle
• •TikTok Video Teaser (Fast cuts of different outfits with Lucy Low Rise Trousers): Your closet called, it needs an upgrade. 📞 The Lucy Low Rise Trousers: comfy, chic, and yes, *actual* pockets! School, street, or wherever – own it. Link in bio! #SCG_Collections #CoolGirlOutfit #TikTokMadeMeBuyIt #TrouserLife
• •Facebook Ad (Carousel showing various tops and pants): Simplify your style, amplify your confidence. SCG_COLLECTIONS brings you timeless staples designed in Sydney, crafted with intention. From 90s vibes to modern minimalism – build a wardrobe that just *gets* you. Explore the collection. #SimpleCoolGirl #EverydayRefined #SCGMade
• •Pinterest Pin (Collage of flat lays and model shots with a new dress): Dreaming of effortless elegance? Meet your new obsession. Our latest SCG MADE dress is all about timeless charm and sustainable style. Perfect for sun-drenched days and star-lit nights. Save for your forever wardrobe inspo! #SCGCollections #TimelessFashion #SustainableStyle #OOTDInspo
• •Email Newsletter Subject: ✨ Your Daily Dose of Effortless Cool is Here! Hey [Customer Name], Ready to elevate your everyday? At SCG_COLLECTIONS, we believe in fewer, better pieces that make you feel amazing. Discover our latest SCG MADE arrivals – designed for your life, your style. Plus, get a peek at how our community is styling their faves! Shop Now & Feel the Difference. #SCGEssentials #QuietlyConfident