Brand Tone

Empathetic and Relatable, Inspirational and Empowering, Conscious and Principled, Elegant and Sophisticated, and Customer-Centric and Approaching.

Brand Values

• •Inclusivity
• •Quality over Quantity
• •Ethical Production
• •Sustainability
• •Uncompromising Style and Comfort
• •Authenticity
• •Responsible Consumption

Best Practices

• •Always anchor the copy in the founder's story, referencing the core mission of solving the problem of finding stylish, large-sized shoes to reinforce authenticity and connect emotionally.
• •Frame content around empowerment, confidence, and breaking free from compromise, using active, positive words like "discover," "conquer," "celebrate," and "embrace." Position the customer as the hero, with Vivianni as her trusted partner.
• •Seamlessly blend sophisticated, style-focused vocabulary (e.g., "chic," "elegant," "refined") with relatable, empathetic phrases that acknowledge the customer's past frustrations (e.g., "the endless search," "no more compromises").
• •Consistently integrate the brand's values of ethical production and sustainability into the messaging. Mention "natural materials" in product descriptions or "fair labor practices" on an "About Us" page as a key part of the brand's principled tone.
• •Maintain a consistent helpful and approachable tone across all channels, from FAQ pages and customer service responses to social media comments and email newsletters. Avoid corporate jargon and retain a personal, human touch to build trust and ensure cohesion.

Social Perception

Vivianni is perceived as a problem-solver, offering a much-needed solution for finding fashionable, high-quality, and comfortable shoes in larger sizes. It is seen as stylish, a "game-changer," and trustworthy, with a customer-focused approach. It's recognized as a niche and focused brand with a clear, positive mission.

Copy Examples

• •Style isn't a size. It's a statement. For too long, that statement has been a compromise. We decided to rewrite the narrative. Discover shoes in sizes 11-13 that are designed with elegance in every stitch and comfort in every step. #Vivianni #UncompromisingStyle #SizeInclusiveFashion
• •Finally, Your Size Has a Style. Tired of the endless search for shoes that are both beautiful and comfortable in your size? Vivianni was born from that frustration. We create elegant, high-quality footwear for women who wear sizes 11, 12, and 13. Stop choosing. Start celebrating. Shop the collection now for free shipping & returns.
• •Elegance, Meet Comfort. In Your Size. | Stylish Footwear for Women, Sizes 11-13
• •Introducing the Peony Walker: where effortless style meets all-day comfort. Engineered for the woman on the move, its cushioned insole supports every step of your journey, from busy commutes to weekend brunches. Crafted with breathable materials and a touch of modern elegance, this is more than a sneaker—it's your new essential. Designed to fit, designed to empower.
• •Your search for the perfect fit is over. Step into a world where style and comfort coexist beautifully. Discover the story behind Vivianni...