Brand Tone

sophisticated, conscious, aspirational, minimalist, purposeful, calm and confident

Brand Values

• •Sustainability
• •Ethical Production
• •Timelessness and Longevity
• •Versatility
• •Mindful Consumption

Best Practices

• •Lead with Values: Always connect the product back to the core values of sustainability, ethical production, or timeless design. Use phrases like "Ethically crafted," "Sustainably sourced," and "Designed for longevity."
• •Embrace Understated Language: Avoid overly promotional or loud language. Opt for calm, confident, and descriptive words. Instead of "Must-have," try "A considered addition."
• •Focus on "Why" Not Just "What": Explain the purpose behind a design choice or fabric selection. For example, instead of just "100% organic cotton," say "Crafted from 100% organic cotton for its softness and minimal environmental impact."
• •Use an Educated, Aspirational Tone: Speak to the customer as an intelligent peer who shares the brand's values. The copy should inspire them to live a more conscious and stylish life.
• •Maintain Visual and Textual Consistency: Ensure the tone of the copy perfectly matches the minimalist and sophisticated aesthetic of the visuals across all platforms. The words and images should tell the same story.

Social Perception

Based on its online presence, Viable NYC is perceived as a niche brand within the sustainable fashion community. It appeals to a discerning customer who is knowledgeable about fashion and values craftsmanship, ethics, and a minimalist aesthetic. The brand is seen as a thoughtful alternative to fast fashion, targeting consumers who are willing to invest in their wardrobe. The association with New York City lends it an air of being modern, cultured, and on-trend.

Copy Examples

• •The art of simplicity. Our new Sculpted Sheath Dress is designed with a timeless silhouette and crafted from organic cotton to move with you through every season. A viable foundation for the modern wardrobe.
• •Conscious by design. Discover pieces crafted with intention, made to last a lifetime. Welcome to a more viable way of dressing.
• •One blazer, three looks. From morning meetings to evening outings, see how we style our Essential Blazer for a week in the city. #ViableNYC #SustainableStyle #CapsuleWardrobe
• •Inspired by the clean lines of modern architecture, our Autumn Collection is here. Explore thoughtfully designed silhouettes in a palette of enduring neutrals.
• •Subject: A Foundation of Quality Body: We believe a wardrobe should be built with intention. That's why our pieces are ethically crafted from the finest sustainable materials—designed not just for the now, but for the years to come. Explore our new arrivals and invest in style that endures.