Brand Tone

Elegant & Sophisticated, Understated & Gentle, Helpful & Approachable, Feminine, Curated & Quality-Focused

Brand Values

• •Quality Craftsmanship/Selection
• •Timeless Style
• •Feminine Elegance
• •Customer Guidance & Inspiration
• •Attention to Detail

Best Practices

• •Develop a Style Guide: Document your brand's voice, key descriptive words (e.g., elegant, refined, gentle, curated), and words to avoid (e.g., trendy, cheap, loud). Share this with anyone creating content.
• •Focus on 'Show, Don't Just Tell': Instead of saying 'we sell high-quality clothes,' describe the fabrics, the cut, and the feeling of wearing them. Let the quality speak through descriptive language. For Demure, this means highlighting textures, silhouettes, and craftsmanship.
• •Maintain Visual-Copy Harmony: Ensure your text complements your visual identity. If your images are soft and elegant, your copy should mirror that tone, not be jarringly casual or overly aggressive. Demure's visuals and (inferred from Japanese) copy do this well.
• •Speak to Your Target Audience: Understand who your ideal Demure customer is. The copy should resonate with her aspirations for elegance, quality, and refined femininity. Use language she would use and appreciate.
• •Consistency Across All Channels: Whether it's a website product description, an Instagram caption, or a Facebook post, the brand's core tone should remain consistent. This builds recognition and trust. Regularly audit content to ensure alignment.

Social Perception

As a Go-To for Refined Style, Trustworthy & Tasteful, Aspirational yet Attainable, Locally Appreciated (Okinawa). The general sentiment gathered from their social media interactions (likes, positive comments in Japanese) is appreciative of their aesthetic and product offerings.

Copy Examples

• •Product (New Dress): Discover the silhouette of the season. Our new [Dress Name] dress, crafted from flowing [Fabric Type], offers timeless elegance for any occasion. Explore the collection.
• •Social Media (New Arrivals): New whispers of style have arrived. Delicate textures and refined designs await to complete your look. Visit us in-store or online at demure.co.jp.
• •Brand Story Snippet: At Demure, we believe in the quiet power of a perfectly chosen piece. Each item in our collection is selected for its enduring style and quality, helping you express your elegance, effortlessly.
• •Promotional (Seasonal Collection): Embrace the new season with Demure. Our latest collection features soft hues and sophisticated cuts, curated to bring a touch of gentle refinement to your wardrobe.
• •Instagram Caption (Styled Outfit): Monday morning, beautifully composed. Featuring our [Top Name] in silk and the versatile [Pant Name]. Subtle details, lasting impressions. #DemureStyle #ElegantFashion #OkinawaSelectShop