Brand Tone

Authentic & Approachable, Elegant & Timeless, Conscious & Caring, Confident & Empowering

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Natural Fabrics
• •Slow Fashion
• •Local & Ethical Production
• •Customer Satisfaction & Connection
• •Comfort & Versatility

Best Practices

• •Emphasize Timelessness over Trends: Use language that highlights classic design, enduring style, and longevity rather than focusing on fleeting fashion fads. Words like "classic," "timeless," "wardrobe staple," "enduring" are key.
• •Highlight Natural Fabrics and Quality: Consistently mention the use of natural materials like linen and cotton and the quality craftsmanship. Use descriptive words that evoke comfort and sensory appeal (e.g., "breathable linen," "soft cotton," "beautifully breathable").
• •Maintain an Authentic and Approachable Voice: Write as if you're speaking to a friend. Be warm, genuine, and responsive in all communications, especially on social media and in customer service.
• •Incorporate Values of Slow Fashion and Local Production: Subtly weave in messaging about conscious consumption, the benefits of small-batch production, and the support for local seamstresses. This reinforces the brand's ethical stance.
• •Focus on Empowerment and Confidence: Frame product benefits around how they make the wearer feel – confident, beautiful, elegant, and comfortable. Use positive and uplifting language.

Social Perception

Customers perceive River Indigo SA as a provider of high-quality, beautiful, and comfortable clothing. They appreciate the natural fabrics and timeless designs. Many customers are repeat buyers and express strong brand loyalty, referring to themselves as an "INDIGO gal." The brand is seen as offering garments that are worth the investment due to their durability, classic style, and the compliments they attract. The clothing is consistently described as both comfortable to wear and effortlessly chic. Customers specifically highlight their love for the linen and cotton fabrics used.

Copy Examples

• •Discover River Indigo: Where timeless design meets the gentle touch of natural fabrics. Each piece, handcrafted with care in South Africa, is an invitation to embrace enduring style and conscious living. Feel beautiful, naturally.
• •Introducing the [Season/Collection Name] Collection. Thoughtfully designed essentials in breathable linen and soft cotton, created to move with you through every moment. Experience the quiet luxury of slow fashion, made to last.
• •Our Signature Linen Dress: Effortlessly elegant, wonderfully comfortable. Crafted from 100% pure linen, this versatile piece is designed to be a cherished staple in your wardrobe for years to come. Dress it up or down – it’s your timeless companion.
• •At River Indigo, we believe in fashion that feels good and does good. By choosing natural fabrics and supporting local artisans, we’re committed to a slower, more mindful approach to style. Wear the change you wish to see.
• •To our wonderful River Indigo women: You inspire us every day. Seeing you bring our designs to life with such grace and confidence is our greatest joy. Share your #RiverIndigoStyle and let's celebrate timeless beauty together.