Brand Tone

aspirational, warm, elegantly casual, friendly, approachable, sophisticated, positive, appreciative, personal, descriptive, evocative, storytelling

Brand Values

• •Family and Legacy
• •Support for Local Artisans
• •Curated Quality and Uniqueness
• •Exceptional Customer Experience
• •Timeless Style

Best Practices

• •Lead with the Story: Always connect the product back to the brand's core narrative. Whether it's the family inspiration, the support for local artisans, or the joy of finding a 'treasure,' storytelling should be woven into all copy.
• •Use Warm and Personal Language: Address the customer directly with 'you' and 'your.' Use words that evoke a sense of warmth, care, and friendship, such as 'lovely,' 'special,' 'cherish,' and 'beautiful.'
• •Highlight Quality and Uniqueness: Emphasize what makes a product special. Is it handmade? Locally sourced? A unique design? Use descriptive adjectives that speak to the quality and distinctiveness of the items.
• •Maintain a Positive and Appreciative Tone: Frame all communication in a positive light. Show gratitude to customers in social media interactions and email communications. This reinforces the value of treating customers like family.
• •Keep it Elegant and Simple: Avoid overly complex or trendy language. The copy should be easy to read and have a timeless, elegant feel that matches the aesthetic of the brand's products and visual identity.

Social Perception

charming and trustworthy boutique, go-to for special high-quality gifts and clothing, personalized shopping experience, quality products, a 'little gem' in the local retail landscape, unique selection, friendly service, high customer satisfaction

Copy Examples

• •Meet your new favourite dress. Effortlessly elegant and designed for comfort, this piece from our Freda & Dick collection is a celebration of timeless style and local craftsmanship. Each stitch tells a story of South African women, weaving beauty into every thread. Wrap yourself in a piece of our heritage.
• •Discover the little treasures you’ve been searching for. Our latest collection of hand-picked jewelry has arrived, featuring unique pieces to make your own. From delicate everyday sparkles to statement designs, find the perfect finishing touch to your story. Explore the new arrivals.
• •More than just a gift, it's a gesture. We believe that every present should feel like a special occasion, which is why we lovingly wrap each purchase with the care it deserves. Let us help you make someone's day truly beautiful.
• •Founded by two sisters with a shared passion for the beautiful and unique, Coco li is more than just a store; it’s our family’s story. From our locally made Freda & Dick clothing line to treasures sourced from around the globe, we invite you to discover items that are made with love and chosen with care.
• •Your happy place awaits. Step into our little treasure trove and get lost in a world of beautiful things. We love nothing more than helping you find that perfect piece you’ll cherish for years to come. Come say hello, we’d love to see you!