Brand Tone

approachable, feminine, and community-oriented

Brand Values

• •Entrepreneurial Spirit
• •Community and Support
• •Accessibility and Refreshing Style
• •Family and Friendship

Best Practices

• •Regularly incorporate the narrative of the two friends and mothers who started the business to build connection and reinforce values.
• •Address the customer directly ("you") and speak from the brand's perspective ("we") to create a conversational and personal tone.
• •Emphasize how the clothing fits into the everyday life of modern women, balancing style with practicality.
• •Ensure that all visual content and website design elements are consistent with a clean, light, refreshing, and stylish aesthetic.
• •Foster a sense of community by featuring customers, running engaging contests, and sharing behind-the-scenes content.

Social Perception

Highly positive, seen as a refreshing and inspirational shopping destination that supports local artisans; a personal and successful endeavor by its founders. The strong foundational story of the physical store provides a positive narrative for the online brand to leverage.

Copy Examples

• •For the woman who does it all. From carpool to cocktails, our new collection is designed for your busy life. Inspired by our founders—two moms who get it. Shop now for styles that are as versatile as you are.
• •Your new favorite dress is waiting. We believe every woman deserves to feel beautiful. That's why we curate collections of stylish, comfortable, and affordable dresses for every occasion. Find the one that tells your story.
• •More than just a boutique. It's a community. The Mint Leaf was started by two friends with a passion for fashion and a dream. Today, we're proud to bring you a collection of hand-picked styles that inspire confidence. Welcome to the family.
• •The perfect piece for your closet. Looking for that one top that goes with everything? Or a dress that makes you feel incredible? Browse our latest arrivals and discover high-quality, on-trend fashion that's made to be lived in.
• •Refresh your style. Like a hint of mint, our collection adds a touch of freshness to your wardrobe. Explore our curated selection of apparel and accessories and find something that makes you feel new again.