Brand Tone

Elegant & Sophisticated, Playful & Feminine, Aspirational & Boutique, Warm & Community-Oriented

Brand Values

• •Quality Craftsmanship
• •Unique Design & Prints
• •Comfort & Versatility
• •Sustainability & Ethical Production
• •Female Empowerment & Community
• •Joy & Self-Expression

Best Practices

• •Embrace "Elegant Whimsy": Combine sophisticated language with touches of playfulness. Use evocative descriptions that speak to a sense of romance, art, and nature (e.g., "sun-drenched," "twilight whispers," "hand-painted florals").
• •Focus on Sensory Details & Quality: Highlight the feel of the fabrics (e.g., "softest silk," "crisp cotton"), the vibrancy of prints, and the quality of craftsmanship in your descriptions.
• •Cultivate the #YOLKEgirl Persona: Speak to an intelligent, stylish, and confident woman who appreciates quality, individuality, and a touch of joy in her wardrobe. Use aspirational yet relatable language.
• •Weave in Values Naturally: When mentioning sustainability or ethical production, do so in a way that feels authentic and integrated into the brand's commitment to quality and timelessness, rather than as a separate, forced message.
• •Maintain Visual & Verbal Harmony: Ensure the copy complements the brand's visual aesthetic – light, airy, artistic, and feminine. Use a vocabulary that reflects this (e.g., "bloom," "cherish," "exquisite," "dream").

Social Perception

Positive: Customers and fashion commentators generally perceive YOLKE positively, highlighting the beauty of the designs, quality of fabrics, and unique prints. Desirable & Stylish: The brand is seen as fashionable and desirable, with its dresses often spotted on influencers. Luxury Item: Understood to be a premium brand with a higher price point, viewed as an investment piece by some customers. Appreciation for Aesthetics: The distinct floral and patterned designs are a key draw and are well-received. Emerging Recognition for Sustainability: While not the primary association, their efforts towards sustainability are noted and likely appreciated by conscious consumers.

Copy Examples

• •Instagram Post (New Dress Collection): "Meet the Seraphina dress. Crafted from the softest organic cotton with our signature bloom print, she's ready for sun-drenched garden parties and twilight whispers. Who will you be in her? #YOLKEgirl #TimelessElegance #PlayfulPrints"
• •Email Subject Line (Sale): "A Little Luxury, Just For You | The YOLKE Archive Sale Starts Now"
• •Product Description (Silk Pyjamas): "Drift into dreams or greet the dawn in unparalleled comfort. Our classic silk pyjamas, adorned with a hand-painted floral design inspired by Cotswold gardens, are an everyday indulgence. Because life’s too short for anything less than exquisite. #YOLKESleep #LuxuryLoungewear"
• •Website Banner (Sustainability Focus): "Woven with Care, Designed to Cherish. Discover our commitment to beautiful, responsibly made pieces that you'll love for seasons to come. #YOLKESustainability #ConsciousLuxury"
• •Facebook Ad (Targeting Previous Customers): "Remember that YOLKE feeling? Rediscover the joy of effortless style with our latest arrivals – timeless designs and playful prints, designed to make every day feel a little more special. Welcome back, #YOLKEgirl."