Copy Showcase
ALEXANDRA
“We’d always had great quality products and returning, very happy, customers. But aesthetically, there was a disconnect with the quality of what we were offering. Customers would receive our product and say they were surprised by the quality. They clearly had lower expectations, and that was telling us something: we really needed the brand elevation.”
The rebrand of a seven-figure fashion label
The BRIEF
Under a brand refresh project led by consultants at Fashion Equipped, Melbourne-born fashion label Alexandra sought an elevated brand voice and copywriting style to match their much-loved products. Aiming to overcome the disconnect between initial customer perception and the true quality of their brand, Alexandra moved through our Brandnote process to redefine their verbal identity everywhere.
THE COLLABORATION
Brand Voice / Taglines / Brand Story / Website Copy / Collection Names / Product Descriptions / Email Campaigns / Meta Ad Copy / Social Content
The APPROACH
Alexandra is a label for everyday, but their language should go beyond basic. Entrusted with creative freedom and an aspirational brand direction, we developed distinct and recognisable ways for Alexandra to communicate. From redefining athleisure as ‘movewear’ to crafting the new brand tagline ‘for the muse on the move’, we elevated every word, phrase and line involved in the brand’s website, marketing and print material — defining a brand voice that would stand out and strengthen their competitive position among Australian fashion greats.
“The brand elevation has set us up for more effective brand marketing — we worked on copy, tone of voice and how we were communicating. Now we’re showing up in a way that helps us attract the right customers, stockists and content creators.”
Lexi Bell, founder of Alexandra
The COPY
The RESULTS
Prior to our project, Alexandra was a seven-figure fashion label, but faced ceilings as they sought to scale. Since the brand refresh, customers now immediately believe in the value of the brand, and repeat purchases and increased sales have occurred. New language was executed across every platform — from website copy and swing tags to email campaigns and social content — creating consistency and recognisability that led Alexandra to win hearts and incite positive feedback from reputable stockists and creators.
Request BESPOKE CREATIVE WORK for YOUR BRAND
The Lovenote copy studio defines strategically creative brand voices and clear, conversational copy across platforms. We specialise in ecommerce and product-based copywriting and aim to foster unshakeable fan culture for your brand.
