Brand Tone

Aspirational, chic, and effortlessly cool. Friendly and direct, yet sophisticated and polished. Concise, inspiring, and accessible, avoiding overly casual slang or humor.

Brand Values

• •Curated Style
• •Quality & Affordability
• •Confidence
• •Simplicity and Elegance

Best Practices

• •Always ensure the copy reflects the clean, chic, and minimalist visual identity. Use words like "effortless," "elegant," "modern," "timeless," and "curated."
• •Avoid long, convoluted sentences. Use short, impactful copy that focuses on the feeling and versatility of the clothes. Let the high-quality images do most of the talking.
• •Instead of just listing features, describe the benefit to the customer. Connect the clothing to the customer's lifestyle and aspirations.
• •The sophisticated and cool tone used on Instagram should be the same tone used in customer service emails, Facebook posts, and website copy. Create a simple brand voice guide to ensure alignment.
• •When responding to comments and questions, be warm and helpful but maintain the brand's sophisticated tone. Avoid overly casual language, emojis, or exclamation points unless used sparingly and intentionally to match the brand's chic feel.

Social Perception

Mainly shaped by its own curated channels; perceived by its existing customer base and followers as a source for stylish and desirable women's fashion, reflecting a boutique, niche brand with a strong, defined aesthetic.

Copy Examples

• •New season, new essentials. Our latest collection has arrived, blending timeless silhouettes with a modern edge. Designed for the days that turn into nights. Discover the full collection online now. #ShortlistStore #NewArrivals #EffortlessStyle
• •The one piece your wardrobe is missing. Our Satin Midi Skirt moves with you, offering endless styling possibilities from sunrise to sunset. Crafted for elegance, designed for life. Shop the look at shortlist.store.
• •Curated for Confidence. Discover unique, quality pieces designed in Athens to elevate your everyday style. Affordable luxury, delivered to your door.
• •Find your perfect minimalist statement piece. Our collection of dresses is designed with clean lines and quality fabrics for a look that's both timeless and modern. #WomensFashion #MinimalistStyle #SummerDress #Shortlist
• •Hello [Customer Name], step into the week with confidence. We're inspired by pieces that are both beautiful and versatile. This week, we love the effortless look of our Linen-Blend Blazer paired with our classic high-waisted denim. It's the perfect uniform for wherever the day takes you. Explore what's new and find your next favorite.