Brand Tone

Rebellious Elegance

Brand Values

• •Empowerment
• •Challenging Norms
• •Sustainability and Ethical Production
• •Creativity and Authenticity
• •Princess Punk Fantasy

Best Practices

• •Lead with "Why": Always connect the product back to the core values of empowerment and rebellion. Instead of just saying "New Skirt," say "A Skirt Designed to Defy Gravity and Expectations."
• •Use Empowering Language: Employ strong, active verbs and confident adjectives. Words like "unapologetic," "fierce," "bold," "redefine," and "liberate" should be staples in your brand vocabulary.
• •Tell the Founder's Story: Continue to weave Jessica Prasertsri's personal journey and mission into the narrative. This authenticity is a major differentiator and builds a strong connection with the audience.
• •Highlight the "Princess Punk" Duality: Explicitly use the contrast between "princess" (femininity, elegance, fantasy) and "punk" (rebellion, raw energy, edge) in your descriptions to define your unique aesthetic.
• •Emphasize Conscious Creation: In product descriptions and social posts, consistently mention that items are handmade, made-to-order, or created by local craftspeople. This reinforces the values of sustainability and quality craftsmanship that the audience appreciates.

Social Perception

Positive; seen as a source of unique, statement-making pieces. Valued for its founder-led, authentic approach and commitment to sustainability. Embraced by fashion-forward individuals and celebrities, solidifying a 'cool, insider' status.

Copy Examples

• •They told you to be modest. We designed this instead. The Mi Chai Dress isn't just a garment; it's a declaration. Own your power.
• •Beyond Trends. Beyond Expectations. This is Sourtai. Shop the collection for the unapologetically fierce.
• •From a sketch and a roll of fabric to your new favorite piece. We're not just making clothes, we're crafting confidence. #HandmadeWithAttitude
• •Delicate lace meets daring design. This top is a study in contrasts, just like you. Made to order, because true style is never mass-produced.
• •Your wardrobe called. It's bored.