Brand Tone

aspirational, intimate, intentionally unconventional, sophisticated, personal, artistic, and discerning

Brand Values

• •Individuality and Self-Expression
• •Artisanship and Craftsmanship
• •Modernity and Sophistication
• •Exclusivity and Curation
• •Sustainability

Best Practices

• •Speak to the Individual, Not the 'Bride': Avoid generic terms like 'every bride' or 'your special day.' Instead, use language that empowers the individual's sense of style, such as 'a reflection of you' or 'your personal aesthetic.'
• •Emphasize Craft over Convention: Focus the narrative on the designers, the materials, and the unique construction of the gowns. Use storytelling to highlight what makes each piece a work of art, not just a wedding dress.
• •Use Sophisticated and Evocative Language: Employ a rich vocabulary that mirrors the quality of the gowns. Words like 'sculptural,' 'ethereal,' 'uncompromising,' and 'considered' align better with the brand than common terms like 'beautiful' or 'stunning.'
• •Maintain a Minimalist Approach: Just as the gown designs are often clean and intentional, the copy should be as well. Avoid fluff, exclamation points, and overly sentimental phrasing. Let the confidence of the brand show through concise, impactful statements.
• •Create an Aura of Exclusivity: Use language that frames the experience as intimate and curated. Phrases like 'by appointment only,' 'a curated selection,' and 'for the discerning bride' reinforce the brand's exclusive positioning and appeal to a clientele seeking a personalized journey.

Social Perception

a niche, high-end bridal boutique for the fashion-conscious bride, seen as a destination for unique and timeless gowns. It conveys an air of exclusivity, appealing to clients valuing privacy and personalized experiences, and is perceived as a trusted curator with a distinct point of view for a well-researched and confident clientele.

Copy Examples

• •For the bride defining her own tradition. Discover gowns that speak your language. Unconventional by design, unforgettable by nature.
• •Meet the artisans behind the art. We celebrate the independent spirit of designers who craft each gown with a distinct vision, just for you. This is more than a dress; it's a statement of your story.
• •South of West was founded on a simple belief: your wedding dress should be as original as you are. We moved beyond the sea of sameness to curate a collection for the woman who leads with style and dresses for herself.
• •An architectural silhouette for the modern romantic. With its clean lines and unexpected drape, the 'Lyra' gown is a study in quiet confidence. Crafted for the bride who finds beauty in simplicity and power in understatement.
• •Your private appointment is confirmed. We look forward to introducing you to a collection curated for the individual, not the crowd. Prepare to find the one that feels like you.