Brand Tone

Sophisticated, curated, and aspirational. Also incorporates elements of being playful, colourful, joyful, and individual.

Brand Values

• •Quality over Quantity/Slow Fashion
• •Uniqueness and Curation
• •Good Design
• •Individuality and Personal Expression
• •Community and Local Connection
• •Inspiration from Travel and Culture
• •Joyful and Colourful Aesthetic

Best Practices

• •Emphasize Quality and Longevity: Use words like timeless, enduring, craftsmanship, investment piece, and lasting quality to reinforce the slow fashion value.
• •Highlight Uniqueness and Curation: Employ phrases such as handpicked, curated selection, exclusive labels, hard to find, and unique pieces to underscore the special nature of the offerings.
• •Use Evocative and Aspirational Language: Paint a picture with words. Describe the feeling of wearing the clothes, the inspiration behind the designs, and the lifestyle they represent. Think effortless chic, understated elegance, playful sophistication.
• •Maintain a Sophisticated yet Approachable Voice: While the brand is high-end, the tone should still feel welcoming and inspiring, not alienating. Connect with the customer's appreciation for beauty and individuality.
• •Incorporate a Touch of Joy and Colour: Reflect the brand's colourful, joyful and individual aesthetic in the language, using vibrant descriptors where appropriate, without undermining the overall sophistication.

Social Perception

The Standard Store is generally perceived as a high-end boutique offering unique, high-quality international fashion. It is seen as a destination for those seeking something different from mainstream offerings and who appreciate good design and lasting quality. The store's aesthetic is described as colourful yet refined, playful but classic. There's an understanding that items may be an investment, aligning with their quality only hurts once philosophy. They are recognized for their curated selection and for bringing lesser-known international designers to the Australian market. Their physical stores are considered beautifully designed spaces that enhance the shopping experience.

Copy Examples

• •Discover pieces as unique as your journey. Global finds, curated for the discerning eye. This is more than fashion; it's a narrative woven in thread and texture.
• •Tired of the fleeting trends? Invest in timeless style. Our collection is a celebration of craftsmanship and enduring design, meant to be cherished for a lifetime.
• •Let colour be your language. Explore a vibrant palette of unique international labels, handpicked to inspire joy and ignite your individual style.
• •From the streets of Paris to the heart of Melbourne and Sydney, we bring you the world's best-kept fashion secrets. Unearth your next treasured piece at The Standard Store.
• •Stand apart. Get local. Experience fashion that tells a story – your story. Quality that endures, design that inspires.