Brand Tone

sophisticated, welcoming, and empowering

Brand Values

• •Versatility and Sophistication
• •Inclusivity
• •Quality and Comfort
• •Customer Experience

Best Practices

• •Emphasize "Elevated Casual": Consistently use this key phrase and similar language to define the brand's unique position between simple casualwear and formal attire.
• •Speak Directly to the Modern Woman: Use language that is empowering, confident, and relatable to women juggling a modern lifestyle.
• •Highlight Versatility: Frame products around their ability to transition between different settings and times of day, from a casual morning to a sophisticated evening.
• •Uphold an Inclusive Voice: Continuously reinforce the brand's core belief that style is for women of all ages and sizes, using inclusive imagery and messaging.
• •Balance Sophistication with a Welcoming Tone: While the style is "cultivated," the tone should remain friendly and approachable, reflecting the brand's local, community-focused roots.

Social Perception

A chic and trendy local boutique, seen as a new, welcome addition to the downtown area of Angels Camp. It is a go-to for fashion-conscious women seeking a curated selection of contemporary clothing, with its physical store being a primary touchpoint for a personalized in-store shopping experience.

Copy Examples

• •Confidence is the best outfit. Our Ruffle Sleeve Chambray Blouse brings that effortless sophistication to your everyday. Where will you wear it first? #SourgrassStyle #ElevatedCasual
• •Style isn't an age, it's an attitude. Discover curated collections designed for every part of your beautiful, crazy life. #FashionHasNoAgeLimit
• •Your Go-To Dress for Sunset Dinners Has Arrived.
• •From a morning meeting to an evening out, this dress moves with you. Crafted for comfort and designed for compliments, it's the piece your wardrobe has been waiting for. Feel confident, comfortable, and undeniably you.
• •Discover your new favorite outfit in the heart of downtown Angels Camp. At Sourgrass Clothing Co., we curate collections where casual meets cultivated style, because we believe fashion should be as versatile as you are.