Brand Tone

Youthful, Energetic, and Inclusive

Brand Values

• •Affordability
• •Sustainability
• •Individuality
• •Community

Best Practices

• •Speak the Language of Your Audience: Continue using youthful, energetic language and relevant slang. Incorporate popular TikTok sounds and trends to stay relevant and authentic.
• •Highlight Value and Affordability: Always connect unique style with affordability. Phrases like "guilt-free shopping," "style on a budget," and specific price points ("$5 pile") should remain central to the messaging.
• •Champion Individuality and Sustainability: Frame shopping at "weare" not just as a transaction, but as a choice for personal expression and a more sustainable lifestyle. Use copy that empowers customers to be unique and eco-conscious.
• •Foster Community Engagement: Use interactive content like polls, Q&As, and user-generated content features (e.g., sharing customers' outfit posts). Directly address segments of your audience (like students) to build a loyal following.
• •Maintain a Consistent Visual and Textual Tone: Ensure that the high-energy, slightly edgy, and friendly tone of the copy is matched by the visuals. Use fast cuts in videos, authentic in-store shots, and bold, simple graphics that reflect the brand's dynamic personality.

Social Perception

Trendy, Authentic, and Value-for-Money

Copy Examples

• •Your style is your story. Find the next chapter in our racks. 🔥 We’re restocked with one-of-a-kind windbreakers and graphic tees. Come find the piece you won’t see anywhere else. #wearesg #ThriftSingapore #VintageFinds #StyleYourStory
• •POV: Your whole outfit cost less than a night out. 😉 Everything from our $10 racks. #ThriftFlip #OOTD #SingaporeFashion #AffordableStyle #wearesg
• •90s grunge or Y2K pop? 🤔 You tell us! What should we bring to the floor this week? Vote now & we’ll make it happen. #RetroFashion #ThriftSG #CommunityPicks
• •School's out, style's in. 📚✨ Flash your student pass this weekend and get 15% off your entire haul. Time to build that new semester wardrobe without emptying your wallet. #StudentDeals #wearesg #SingaporeStudents #ThriftLife
• •More than just clothes, we’re a community. 🤘 From our team to you, we love seeing pre-loved pieces find a new home. Thanks for making fashion sustainable with us. #weareCommunity #SustainableFashion #ThriftStoreLove #Singapore