Brand Tone

Feminine & Playful, Descriptive & Evocative, Friendly & Approachable, Confident & Expressive

Brand Values

• •Individuality and Self-Expression
• •Creativity and Unique Design
• •Femininity and Flattery
• •Heritage and Cultural Fusion
• •Joy and Vibrancy
• •Evolving Consciousness

Best Practices

• •Embrace "Feminine, Playful, Descriptive": Consistently use adjectives and phrasing that evoke these core tonal qualities. Highlight the charm of the prints and the flattering nature of the designs.
• •Showcase Uniqueness: Regularly emphasize the "exclusive in-house prints," "London design," and "vintage-inspired" details that differentiate Yumi from mass-market brands.
• •Tell the Yumi Story: Weave in elements of the brand's heritage – its Camden beginnings, the founders' vision, and the blend of Eastern and Western aesthetics – to build connection and authenticity.
• •Speak to Individuality and Joy: Craft messages that empower customers to express themselves and find joy in their clothing choices, aligning with Yumi’s core values.
• •Maintain Cross-Channel Consistency: Ensure the Yumi voice is recognizable and consistent across the website, social media captions, email marketing, and any other customer-facing communication. Develop a simple style guide if multiple people are creating content.

Social Perception

Yumi is generally perceived as an established fashion label known for its signature prints, feminine aesthetic, and a touch of bohemian or vintage charm. Its presence in major department stores and online retailers signifies its market reach. The brand is often associated with "quirky" and "on-trend styles."

Copy Examples

• •Headline: Prints Charming: Discover Your Yumi Story. Body: Fall for our new collection of enchanting dresses and playful separates, each featuring unique, in-house designed prints. Crafted in London to bring a touch of everyday magic to your wardrobe. What will your Yumi piece say about you? Call to Action: Shop New Arrivals
• •Headline: Effortless Elegance, Uniquely You. Body: Step away from the ordinary. Our vintage-inspired designs and flattering silhouettes are made to celebrate your individuality with a joyful spirit. Because Yumi believes fashion should be expressive, never forgettable. Call to Action: Explore the Collection
• •Headline: From Camden Soul to Your Closet: The Yumi Journey. Body: Born in the heart of London's vibrant Camden Market, Yumi blends global inspiration with contemporary style. Discover dresses designed with passion, prints that pop, and a touch of quirky charm in every stitch. Call to Action: Meet Yumi / Shop Our Favourites
• •Headline: The Perfect Dress for Every Daydream. Body: Daytime gatherings, evening soirées, or just because... our latest Yumi dresses feature a kaleidoscope of exclusive prints and feel-good fits. Find the one that makes you shine. Call to Action: Find Your Dress
• •Headline: Wrap Yourself in Joy: Colourful Comfort by Yumi. Body: Our signature Yumi prints now adorn the softest knits and most graceful fabrics. Experience designs that are as delightful to wear as they are to behold. Feel beautiful, feel confident, feel Yumi. Call to Action: Discover Everyday Styles