Brand Tone

aspirational, vibrant, and free-spirited

Brand Values

• •Cultural Curation
• •Quality and Uniqueness
• •Adventure and Wanderlust
• •Joy and Vibrancy
• •Femininity and Empowerment

Best Practices

• •Use a Consistent Vocabulary: Always incorporate words like "discover," "vibrant," "curated," "wanderlust," "spirit," and "adventure" into your copy to reinforce the brand's core themes.
• •Maintain a Storytelling Approach: Frame products not just as items for sale, but as part of a larger story about travel, culture, and experience. Every caption and description should transport the customer.
• •Keep the Tone Uplifting and Aspirational: The language should always be positive, dreamy, and inspiring. Avoid overly technical or generic descriptions. Focus on the feeling the clothes evoke—freedom, joy, confidence.
• •Be Consistent Across All Channels: The voice used in an email newsletter should match the tone of an Instagram caption and the text on the website. This creates a seamless and recognizable brand identity.
• •Engage with Your Audience Using the Brand Voice: When responding to comments or questions on social media, maintain the friendly, warm, and slightly whimsical tone of the brand. For instance, instead of "Yes, it's available," try "It is! We can't wait to see where you'll wear it."

Social Perception

The public perceives Spring in Summer as a high-quality, boutique concept store for unique, vacation-ready fashion. Customers are drawn to the distinctive, often colorful and patterned, designs that are not easily found elsewhere. The association with Brazilian fashion gives it an exotic and desirable appeal. The brand is seen as a go-to for statement pieces for holidays, summer events, or for those who wish to incorporate a touch of joyful, travel-inspired style into their everyday wardrobe. The price point and curated nature of the collections position it in the contemporary or 'masstige' (mass-prestige) market segment.

Copy Examples

• •Lost in the charm of new horizons. Our Athine Tiles Honey Dress is made for sun-drenched days and unforgettable adventures. Where will it take you? ✨ #SpringInSummer #WanderlustStyle #TravelFashion
• •CULTURALLY CURATED, ENDLESSLY STYLISH. Discover the new collection, inspired by the vibrant soul of Brazil and beyond. Your next favorite piece is waiting.
• •Pack Your Bags: Our New Vacation-Ready Styles Have Arrived ✈️
• •Effortless style, bottled. This one-and-done jumpsuit combines comfort with chic, featuring a vibrant print that captures the energy of a summer festival. Made from lightweight viscose, it moves with you, whether you're dancing under the stars or exploring a new city. Pair with sandals for a relaxed day look or elevate with heels for an evening out.
• •Dress for the Destination. Your wardrobe should be as adventurous as you are. At Spring in Summer, we curate unique, fashion-forward pieces from around the world that are perfect for your next escape. Shop our collection of vibrant dresses, sets, and beachwear. Enjoy 10% off your first order with code FIRST10.