Brand Tone

Nostalgic, Comfortable, Friendly, and Proudly Canadian

Brand Values

• •Comfort
• •Quality
• •Nostalgia/Heritage
• •Timeless Style
• •Canadian Identity
• •Sustainability & Ethical Practices (Aspired/Stated)

Best Practices

• •Embrace the Nostalgia, Authentically: Consistently weave in elements of the brand's rich 80s/90s heritage. Use phrases and imagery that evoke positive memories for those familiar with the original brand, while introducing the legacy to new customers in a way that feels genuine and not forced.
• •Prioritize "Comfort" in Your Vocabulary: "Comfort," "cozy," "soft," "snuggle," "relaxed," and similar words should be staples in your copy. Describe how the clothes feel to wear and the sense of ease they bring.
• •Maintain a Friendly and Approachable Voice: Use conversational language. Address the customer directly (e.g., "your favourite," "you'll love"). Keep sentences relatively simple and upbeat. Avoid overly formal or technical jargon.
• •Subtly Weave in "Proudly Canadian": Mention "Designed in Montreal," "Canadian heritage," or similar phrases where appropriate. This reinforces a key differentiator and point of pride for the brand without being overbearing.
• •Develop and Adhere to a Brand Lexicon: Create a list of on-brand words and phrases (like "O So Comfy," "timeless classics," "original comfort") and a list of terms to avoid. Ensure all copywriters and content creators use this lexicon to maintain consistency across all communications.

Social Perception

Nostalgic Affection, Comfort and Quality Association, Iconic Canadian Brand, Relaunch Awareness

Copy Examples

• •Headline: Still O So Comfy. Still Au Coton. Body: Remember that feeling? Your favourite go-to sweatshirt, soft, lived-in, and undeniably you. We brought it back. Experience the original comfort of Au Coton, proudly designed in Montreal since 1988. It’s like a warm hug from the good old days. Call to Action: Rediscover Your Comfort.
• •Headline: Canadian Comfort, Woven In. Body: From crisp autumn walks to cozy nights in, our latest collection is crafted for real Canadian life. Soft, durable fleece and timeless designs, all dreamt up in Montreal. Feel the Au Coton difference – quality you can snuggle into. Call to Action: Shop Local, Live Comfy.
• •Headline: Flashback to Fleece. Forward to Fabulous. Body: We’re throwing it back to the feeling of pure, unadulterated comfort – with a fresh twist. Au Coton’s iconic fleece is back and better than ever. Perfect for your everyday adventures or simply kicking back. Because being comfortable never goes out of style. Call to Action: Get Your Fleece On!
• •Headline: Your Everyday Escape, Au Coton Style. Body: Life’s complicated enough. Your clothes shouldn’t be. Slip into the effortless comfort of Au Coton. Soft fabrics, easy fits, and that friendly feeling of your favourite piece you’ll reach for again and again. Designed with love, right here in Canada. Call to Action: Find Your Happy Place.
• •Headline: Not Just a Sweatshirt, It’s an Au Coton. Body: More than just a garment, it’s a piece of Canadian heritage, a reminder of cozy days, and a promise of enduring quality. Our classic crews and hoodies are made to last, just like your favourite memories. What’s your Au Coton story? Call to Action: Share Your #AuCotonMoments.