Case Study / Beme

Fashion brand beme finds a new voice

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Plus-size women’s apparel brand beme worked with Wonderthink on a new tone of voice and copywriting to help find the words to hero their brand values.

Brand building Copywriting

Because big deserves beautiful words.

With a brand re-positioning underway and a new brand campaign about to launch, plus-size brand beme had a big problem – how do they express their tone of voice? How can they make their brand values sing through every word?

This wasn’t as straight forward as one might think. We all know that big is beautiful, but research showed that a lot of the clientele didn’t always feel that way.

“Brooke has an incredible knack for understanding brands and being able to articulate their core customer values. She has worked closely with the Marketing and eCommerce teams, with the briefing process being seamless.”

— Vanessa Wolczak, Group Marketing Manager, Pretty Girl Fashion Group (now Noni B Group)

Expressing brand values through copy

This didn’t just need a strategic approach – it needed an empathetic one, too.

A new tone of voice tackled the challenge head-on, with overarching guidelines and principles that reflected the brand values, along with hands-on examples that demonstrated how to apply them in real life. And ultimately, that’s what this brand is about: being real about loving life.

“As Group Marketing Manager of Pretty Girl Fashion Group, I have engaged the consulting and copywriting services of Brooke Hill for a number of key brand projects this year. Across three of our retail brands, Brooke has helped develop and hone our Brand Values and Guidelines for Rockmans, beme and Table Eight,” says Vanessa Wolczak, Group Marketing Manager, Pretty Girl Fashion Group (now Noni B Group).

“Brooke has an incredible knack for understanding brands and being able to articulate their core customer values. She has worked closely with the Marketing and eCommerce teams, with the briefing process being seamless.

“Brooke is not only creative but also reliable. She has become an extension of my team; providing skills which can be utilised across all brands and departments.
I would highly recommend Brooke.”