Tono de Marca

Sophisticated & Artistic, Conscious & Principled, Aspirational & Confident

Valores de Marca

• •Uncompromising Quality
• •Timeless Design
• •Local & Ethical Production
• •Sustainability

Mejores Prácticas

• •Prioritize 'Why' Over 'What': Instead of just describing a jacket, describe the feeling of confidence and permanence it provides. Focus on the brand's values—slow fashion, local craftsmanship, and timelessness—in every piece of copy.
• •Use an Elevated Vocabulary: Consistently use words like 'curated,' 'meticulous,' 'artisan,' 'sartorial,' and 'unwavering' to maintain the sophisticated and luxurious tone. Avoid casual slang or overly promotional language.
• •Tell the Founder's Story: Weave the narrative of Meital Carmeli—the lawyer who followed her passion—into the brand's communication. This authentic story of creative liberation and dedication resonates deeply and builds a stronger brand connection.
• •Champion the 'Slow Fashion' Movement: Explicitly use terms like 'slow fashion,' 'conscious luxury,' and 'local production.' This not only defines the brand's niche but also attracts a specific customer who shares these values.
• •Ensure Visual and Textual Harmony: The brand’s clean, artistic, and often minimalist visuals on Instagram and the website should be paired with copy that is equally refined and uncluttered. Let the quality of the imagery speak for itself, supported by concise, powerful text.

Percepción Social

Niche & Exclusive, Respected & Authentic, Artisan-Centric

Ejemplos de Copy

• •The anatomy of a timeless piece. Crafted from the finest natural linen, our Warren Shirt isn't designed for a season, but for a lifetime of moments. It's the art of simplicity, mastered. #SlowFashion #SartorialExcellence
• •The Graham Trench Coat is an investment in permanence. Each seam is a testament to meticulous local craftsmanship, and its visionary design ensures it transitions effortlessly with you. This is more than a coat; it's a statement of enduring style.
• •Beyond the Trend. Discover Clothing with a Conscience.
• •For the Woman Who Dresses with Intention.
• •MC was born from a simple belief: that fashion should be meaningful. Founded by Meital Carmeli, we create high-end slow fashion, locally and ethically in Israel. We don't compromise on quality because we know you don't either.