Brand Tone

Authentic & Transparent, Warm & Approachable, Conscious & Purposeful, Stylish & Confident, Playful & Fun

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Ethical Production
• •Timeless Style
• •Slow Fashion
• •Authenticity & Transparency
• •Comfort & Joy

Best Practices

• •Lead with Values: Always ensure copy reflects the core values of sustainability, quality, ethical production, and timelessness. This should be the foundation of all messaging.
• •Embrace Authenticity: Share genuine stories, behind-the-scenes glimpses, and be transparent about processes and even challenges. Avoid overly corporate or impersonal language.
• •Speak the "Comfort & Joy" Language: Use words that evoke warmth, ease, happiness, and the tactile pleasure of their knitwear (e.g., "cozy," "embrace," "soft," "effortless," "cherished").
• •Maintain a Conversational & Approachable Style: Write as if you're talking to a friend who appreciates style and substance. Use inclusive language and engage with the community directly.
• •Educate Gently: While highlighting sustainability and ethical practices, do so in an inspiring and informative way, rather than being preachy. Focus on the positive impact of choosing slow fashion.

Social Perception

High-Quality & Luxurious, Sustainable & Ethical Leader, Desirable & Unique, Authentic & Relatable, Community-Oriented

Copy Examples

• •Instagram Post (Image: Model wrapped in a cozy 'Feel Good' jumper): That forever feeling. ✨ Our Feel Good jumper isn't just a knit, it's a promise of comfort, quality, and kindness – to your skin and the planet. Hand-knitted with love, designed to be cherished for seasons to come. #TheSlowLove #SlowFashion #EthicalKnitwear #TimelessStyle
• •Website Product Description (For a new oversized cardigan): Meet your new everyday embrace. Crafted from the softest [mention specific natural fiber, e.g., responsibly sourced merino wool], this oversized cardigan is the epitome of slow luxury. Designed for effortless layering and that perfectly slouchy silhouette, each stitch is a testament to the artisan skill we champion. Made in small, thoughtful batches because good things take time and care. #ConsciousComfort #ArtisanMade #KnitwearToLiveIn
• •Email Newsletter Subject: ✨ Behind the Seams: Our Commitment to a Slower Stitch ✨ Hello [Customer Name], Ever wonder what goes into your favorite Slow Love knit? It’s more than just yarn. It’s a commitment to fair wages for our incredible knitters, a dedication to natural, earth-kind materials, and a belief in creating pieces so timeless, they’ll share stories for years. Discover the journey from sketch to your wardrobe... [Link to blog post/video]
• •TikTok Video Concept (Text Overlay & Voiceover): (Video: Quick cuts showing yarn, hands knitting, a finished jumper being packaged in eco-friendly materials, someone smiling wearing the jumper) Voiceover: Less rush, more love. 🌿 That’s our motto. From choosing the best natural yarns to supporting our amazing hand-knitters, every Slow Love piece is made with intention. Good for you, good for the planet. #SlowLoveKnitwear #HandmadeWithLove #SustainableFashion #BehindTheBrand
• •Facebook Ad (Carousel showing different people wearing various knits): Knitwear that feels as good as it looks. At The Slow Love, we believe in fashion that’s kind – to people, and our world. Discover our collection of timeless, hand-knitted jumpers and cardigans, made with natural fibres and a whole lot of care. Find your forever piece. [Shop Now Button] #TheSlowLoveStory #InvestInQuality #WearYourValues