Brand Tone

Sophisticated, Curated, and Aspirational

Brand Values

• •Curated Excellence
• •Quality and Sophistication
• •Personalized Service
• •Holistic Lifestyle

Best Practices

• •Develop a Brand Lexicon: Create a list of "on-brand" words (e.g., curated, sophisticated, exquisite, timeless, elegant, unique) and "off-brand" words (e.g., cheap, deal, trendy, mass-market). Use this lexicon across all platforms, from product descriptions to social media captions.
• •Focus on "You" and "Your": While the brand is sophisticated, the copy should remain personal. Frame descriptions and posts around how the product enhances the customer's life, style, or home. Use language like "your sanctuary," "your style," and "for you."
• •Tell the Story Behind the Product: Emphasize the curated nature of the store. When possible, share the story of the Latin American designers, the craftsmanship behind a piece, or the inspiration for a collection. This reinforces the value of "unique" and "hand-picked" items.
• •Maintain Visual and Textual Harmony: Ensure the polished, minimalist, and elegant aesthetic of the brand's photography is matched by the copy. The text should be as clean, refined, and intentional as the images it accompanies.
• •Engage with Sophistication: When responding to comments and messages on social media, maintain the brand's elegant and personal tone. Address customers warmly and professionally, reinforcing the value of personalized, high-end service.

Social Perception

The perception cultivated by the brand itself is one of exclusivity, taste, and high quality. The primary perception is that of a boutique-style store for a discerning customer seeking unique, stylish pieces for their wardrobe and home.

Copy Examples

• •Elegance is in the details. Discover the art of subtle sophistication with our new collection, where every stitch tells a story of quality and design. Curated for the modern woman. #TOLIConcept #LatinAmericanDesign #TimelessStyle
• •Your home is your sanctuary. Transform your space with unique pieces that blend timeless elegance and modern design. Curate a life of beauty with TOLI. #TOLIHome #InteriorElegance #Decor
• •For our distinguished #tolilover, an exclusive first look. We've just unveiled a new selection of hand-picked treasures from Latin America's finest designers. Discover pieces that speak to your style before anyone else. Welcome to a world of curated sophistication.
• •Tired of the mainstream? TOLI Concept offers a refuge of elegance and style. We travel to find the most exquisite clothing and decor, so you can express your unique identity. Step into a world where quality and personalized service are our passion.
• •Beauty extends beyond what you wear. It's a feeling, an atmosphere. Our aromatherapy collection is designed to infuse your home with tranquility and sophistication, creating the perfect ambiance for a life well-lived. #TOLIWellness #SophisticatedLiving