Brand Tone

Sophisticated & Elegant, Approachable & Warm, Confident & Empowering, Conscious & Thoughtful, Timeless & Modern

Brand Values

• •Quality & Craftsmanship
• •Empowering Women
• •Attainable Luxury
• •Sustainability & Responsibility
• •Culture of Caring & Giving Back
• •Timeless Style & Versatility
• •Art of Color
• •Inspiring Trust

Best Practices

• •Emphasize 'Comfort' and 'Luxury' Hand-in-Hand: Consistently use language that conveys both the indulgent softness and high quality of the materials (e.g., 'sumptuous,' 'finest cashmere,' 'luxuriously soft') alongside words that speak to ease and wearability (e.g., 'effortless,' 'cozy,' 'everyday essential').
• •Highlight 'Timeless' and 'Versatile': Frame products not just as fashion items, but as long-lasting investments that can be styled in multiple ways for various occasions and seasons. Use phrases like 'season after season,' 'wardrobe staple,' 'effortlessly transitions.'
• •Incorporate 'Thoughtful' and 'Conscious' Messaging: Subtly weave in references to sustainability, responsible sourcing, and the 'women by women' ethos to reinforce the brand's values without being overly preachy. For example, 'crafted with consideration,' 'mindfully made.'
• •Maintain an 'Empowering' and 'Confident' Voice: Write copy that makes the reader feel good about themselves and the prospect of wearing the clothes. Focus on how the pieces will make them feel (e.g., 'feel beautiful,' 'step out with confidence,' 'your best self').
• •Use 'Warm' and 'Approachable' Language: While sophisticated, the tone should still feel inviting and relatable. Avoid overly technical jargon or aloofness. Phrases like 'we believe,' 'discover the joy of,' 'designed for you' can help create this connection.

Social Perception

White + Warren is generally perceived as a reputable brand offering high-quality, luxurious, and comfortable knitwear, particularly cashmere. Customers associate the brand with softness, excellent quality, and timeless style. The Travel Wrap is an iconic and highly coveted item. The brand's efforts towards sustainability and being women-led are also positively viewed. They are seen as a go-to for investment pieces that are both stylish and comfortable. While positioned as a luxury brand, the 'attainable luxury' message resonates with customers seeking quality without extreme high-end pricing. The long history of the brand (since 1997) and consistent product quality contribute to a perception of trustworthiness.

Copy Examples

• •Headline: Wrap Yourself in Everyday Luxury. Body: Discover the soft embrace of our responsibly sourced cashmere. White + Warren brings you timeless knitwear, thoughtfully designed by women, for women, to make you feel effortlessly beautiful and confident, wherever life takes you. Call to Action: Explore the Collection
• •Headline: The Art of Color, The Comfort of Cashmere. Body: From vibrant hues to subtle neutrals, our iconic Travel Wrap and signature knits are a testament to luxurious design and enduring quality. Experience the White + Warren difference – comfort that never compromises on style. Call to Action: Find Your Perfect Shade
• •Headline: Crafted with Care, Designed to Empower. Body: At White + Warren, we believe in the power of feeling good in what you wear. Our sustainable knitwear is made to last, offering versatile style and unparalleled softness that supports both you and the planet. Call to Action: Shop Consciously
• •Headline: More Than Just Knitwear: A Legacy of Women Supporting Women. Body: Since 1997, White + Warren has been dedicated to creating beautiful, attainable luxury. Join our community and experience the confidence that comes from pieces designed with passion and purpose. Call to Action: Discover Our Story
• •Headline: Your Go-To for Timeless Comfort and Chic Style. Body: Elevate your wardrobe with White + Warren's essential knitwear. Perfect for layering, travel, or simply savoring a quiet moment, our pieces blend sophisticated elegance with everyday ease. Call to Action: Shop New Arrivals