GEMINI SHOP
Gemini Shop is a boutique in Wicker Park, Chicago specializing in high quality, fashionable curated clothing and accessories from small brands and designers. The following slides showcase my analysis of the brand’s identity, persona and tone of voice. This analysis is a sample originally written for the ilovecreatives creative copywriting course as spec work.
BRAND IDENTITY
How do we engage with our audience?
Gemini engages with their audience primarily through Instagram. Pictures often feature colorful, eclectic but still tasteful pieces. Understated, curated photos that appeal to the aesthetic sensibilities of artsy, fashion-loving young urban people. This is a city girl boutique —refined but individual, with an Instagram presence to match.
How do we want people to feel while engaging with our brand?
Youthful, inspired to push boundaries with their fashion and interior taste. Simultaneously, want the brand to feel as it’s a reflection of an authentic version of the customer that may be yet to be fully unleashed.
BRAND PERSONA
Gemini is a 27 year old single woman who lives in a loft apartment in Wicker Park, Chicago. She fuels her curated and expensive taste with her 9-5 in marketing but often spends her time on the weekends in the pottery studio or working on her newest hobby in a coffee shop with an oat milk latte. Her hobbies include crochet, reading, and planning her next solo travel destination.
Gemini firmly believes in the transformative power of a good basic t-shirt and jeans. She is originally from the suburbs of a mid-sized city, but owns cowboy boots. She has curtain bangs and may have had a phase of playing indie folk songs on the ukulele in her youth.
Brands she may also shop with: Baggu, Fishwife, Saie Beauty, PF Candle Co, Lisa Says Gah.
BRAND VALUES/ DESCRIPTORS
Current, Creative, Fun, Curated, On-the-pulse, Sustainable, Quality
BRAND VOCABULARY:
Terminology: Elevate, collections, wardrobe, quality, style, sustainability
Words to avoid: trend, any “core” (cottageore, dark academia, tomato girl)
TONE OF VOICE
We are curated
We are not exclusive
DO: Gemini is your neighborhood spot for the freshest sustainable and high quality pieces you never knew your closet needed.
DON’T: The coolest girl you know shops Gemini.
We are lively
We are not immature
DO: Use emojis, tag featured brands, casual tone of voice, talk to the viewer.
DON’T: Use manufactured language. Casual, conversational tones work best.
We are tasteful
We are not flashy.
DO: Uncover the latest addition to your wardrobe at the Gemini street clothing sale on Division this Saturday. Styles up to 30% off, score!
DON’T: Run, don’t walk! Find the newest drops from Tyler McGillivary, Studio Ko, and more at this weekend’s street sale.