Brand Tone

Confident & Empowering, Timeless & Sophisticated, Accessible & Approachable, Passionate & Authentic

Brand Values

• •Confidence
• •Quality
• •Timeless Style
• •Individuality & Self-Expression
• •Accessibility
• •Community & Giving Back (aspirational)

Best Practices

• •Anchor on "Confident Empowerment": Every piece of copy, from product descriptions to email subject lines, should aim to make the reader feel more confident and capable. Use strong, positive language.
• •Emphasize Timeless Quality over Fleeting Trends: While acknowledging current styles, the core message should revolve around the lasting value, craftsmanship, and sophisticated nature of the clothing.
• •Maintain an Authentic & Passionate Voice: Let the story of the founders and their dedication to fashion shine through. Avoid overly corporate or generic language. Make it personal and relatable.
• •Be Inclusive and Accessible in Your Language: While sophisticated, the tone should remain welcoming and easy to understand, reflecting the aim to make quality fashion accessible. For the women's line, maintain the "effortless chic" and "comfort" feel.
• •Develop a Brand Lexicon: Create a list of preferred words and phrases that align with the brand's tone (e.g., "empower," "curate," "timeless," "versatile," "crafted," "confident," "effortless," "signature") and ones to avoid (e.g., "cheap," "basic," "fast fashion," "complicated"). This ensures consistency across all writers and platforms.

Social Perception

Based on the limited reviews, customers who have interacted with the brand seem to perceive it positively, highlighting product quality, fit, and customer service. The brand aims to be seen as a purveyor of stylish, quality clothing that boosts confidence. Given the lack of widespread online discussion or news, the brand's current social perception is likely limited to its direct customer base rather than broader public awareness.

Copy Examples

• •ICON Wellington: Craft Your Confidence. Timeless Style for the Modern Man.
• •More than just a shirt, it's a statement. Our Signature Oxford is meticulously crafted for a flawless fit and enduring style, empowering you to own every room you walk into.
• •Welcome to ICON Wellington. Discover fashion that feels like home – effortlessly chic, endlessly comfortable, and uniquely you. Express your style, your way.
• •Born from a shared passion for style and a belief in the power of a great outfit, ICON Wellington is more than a brand – it's our dream to help you step into your best self, every day.
• •Elevate your everyday. ICON Wellington offers premium, versatile fashion designed to inspire confidence and celebrate your individuality. Shop timeless pieces, crafted with passion. Free New Zealand shipping on all orders.