Brand Tone

Evocative & Romantic, Empowering & Expressive, Community-Oriented & Inclusive, Artistic & Passionate, Slightly Edgy & Mysterious

Brand Values

• •Individuality & Self-Expression
• •Quality Craftsmanship
• •Heritage & Artistry
• •Ethical Consumption/Support Small Business
• •Community
• •Nostalgia & Timelessness

Best Practices

• •Develop a Brand Lexicon: Create a list of words and phrases that align with the brand's evocative, romantic, and slightly mysterious tone (e.g., enchanting, moonlit, shadows, whispers, vintage, mystical, bespoke, ethereal, dark allure). Conversely, list words to avoid (e.g., overly casual slang, generic corporate jargon).
• •Embrace Storytelling: Frame products and collections within a narrative. Instead of just listing features, evoke a feeling, a scene, or a character. Connect the apparel to the lifestyle and values the brand represents (e.g., the empowered witch, the romantic historian, the modern mystic).
• •Use Sensory Language & Imagery: Appeal to the senses with descriptive language. Words that evoke textures, sights (especially related to darkness, moonlight, rich colors), and even imagined sounds or scents can deepen the brand's immersive quality.
• •Maintain an Empowering and Inclusive Voice: While the aesthetic is specific, the tone should always make individuals feel welcome and celebrated for their unique tastes. Use language that empowers self-expression and individuality.
• •Consistent Thematic Elements: Weave in recurring themes that are central to the brand, such as nods to Italian heritage, vintage inspiration, craftsmanship, magic, nature (especially nocturnal or autumnal), and the beauty of the unconventional across all communication channels. This reinforces brand identity and values.

Social Perception

Unique & Distinctive, Legitimate & Reputable (Growing), Aesthetic Appeal, Aligned with Ethical Values, Empowering for Alternative Styles

Copy Examples

• •Instagram Post (Showcasing a new dress): Unveil your inner midnight garden. Our new [Dress Name] whispers tales of moonlit dances and forgotten spells. Crafted for the beautifully enigmatic. Dare to bloom in the dark? ✨🌙 #SerpentiApparel #GothicRomance #VintageInspired #DarkAesthetic
• •Facebook Ad (Targeting alternative fashion enthusiasts): Tired of the mundane? Serpenti Apparel offers a portal to a world of dark elegance and self-expression. Discover apparel that speaks to your soul, from witchy essentials to gothic treasures. Embrace your unique story. Shop Now & Express Your Darker Side. #AlternativeFashion #WitchyVibes #GothicStyle #Serpenti
• •Product Description (For a Celestial Witch themed hoodie): Chart your own cosmos in our Celestial Witch Hoodie. Woven with stardust and midnight dreams, this piece is your armor for navigating the mystical. Soft, empowering, and undeniably you. Let the stars guide your style. #CelestialWitch #MysticFashion #EmpowerYourMagic
• •TikTok Video Caption (Short clip of someone confidently wearing an outfit): Own the shadows. Define your magic. ✨ #SerpentiStyle #AlternativeGirl #GothGlam #ExpressYourself
• •Email Newsletter Subject Line: New Arrivals: Conjure Your Autumn Look with Serpenti (Body snippet): Darling enchantress, as the veil thins, discover bewitching new pieces from Serpenti Apparel. Inspired by Italian nights and vintage whispers, our latest collection is designed to let your unique spirit shine through...