Brand Tone

Relaxed & Approachable, Aspirational & Chic, Enthusiastic & Positive, Helpful & Community-Oriented

Brand Values

• •Effortless Style
• •Quality
• •Coastal Living
• •Curated Selection
• •Customer Experience

Best Practices

• •Embrace 'Coastal' Language: Consistently use words and phrases that evoke the beach, ocean, and a relaxed, sunny lifestyle (e.g., 'sun-kissed,' 'ocean breeze,' 'breezy,' 'salty air,' 'coastal charm').
• •Keep it Approachable and Friendly: Use a conversational and inviting tone. Address the audience directly with terms like 'you,' 'gorgeous,' or 'friend.' Avoid overly formal or technical jargon.
• •Highlight Effortlessness and Quality: Frame products not just by their features, but by how they contribute to an 'effortless' style and the 'quality' feel of a curated lifestyle.
• •Be Visually Descriptive (Even in Text): Since the brand is highly visual, let the copy paint a picture that complements the imagery. Describe textures, feelings, and scenarios where the products would be enjoyed.
• •Foster a Sense of Community and Inclusivity: Whether referring to online followers or local shoppers, make them feel part of the 'Drift life.' Encourage interaction, share user-generated content (with permission), and highlight local connections where applicable.

Social Perception

Positive Customer Experiences, Strong Visual Identity, Community Feel, Trendy & Fashionable

Copy Examples

• •Instagram Post (New Arrivals): 'Sun-kissed skin and salty air just met their match ☀️🌊 Our newest collection of breezy dresses and effortless sets has just landed! Perfect for those golden hour strolls and beachside brunches. Tap to shop your coastal dream look! #DriftBoutique #CoastalLiving #NewArrivals #EffortlessStyle #BeachLife'
• •Email Subject Line (Sale): 'Catch the Wave 🌊 Up to 40% Off Your Coastal Favorites!' Email Body Snippet: 'Hey Gorgeous, bring that relaxed, beachy vibe to your wardrobe (and home!) for less. Our end-of-season sale is on, featuring those effortlessly chic pieces you’ve been dreaming of. Don't let these curated styles drift away!'
• •Facebook Ad (Local Event): 'Sip, Shop & Soak Up the Coastal Vibes! ✨ Join us this Saturday at our [San Clemente/TSTREET] boutique for an afternoon of new arrivals, styling tips, and bubbly. Bring a friend and let's find your perfect weekend look! #DriftBoutiqueEvents #ShopLocal #SanClementeStyle #CoastalChic #GirlsDayOut'
• •Product Description (Website - for a linen shirt): 'Effortless elegance, bottled. Our new [Product Name] linen shirt is your go-to for that 'just stepped off the beach' glow, even if you're miles from the shore. Crafted from breathable, quality linen, it’s designed for sun-drenched days and balmy evenings. Pair it with your favorite denim or throw it over a bikini – pure coastal comfort. Live the Drift life.'
• •TikTok Video Caption (Styling Tip): '3 ways to style our bestselling Seaside Maxi Dress! 🐚✨ From beach days to date nights, this dress does it all. Which look is your fave? Let us know in the comments! 👇 #DriftStyle #CoastalFashion #MaxiDress #StyleHack #OOTDInspo #ShopDrift'