Australian fashion label, Anna Quan, is known for its elegant, timeless and tailored designs. Their staple day-to-day pieces encourage wearers to cultivate a wardrobe of seamless and distinct everyday wear, while turning the art of dressing into a special moment – no matter what the occasion. From the power of a perfect white shirt to the thrill of a flawlessly tailored wide-leg pant – each piece is considered and crafted to become an item that will stand the test of time, both in terms of style and durability.

As part of their significant website update, Anna Quan was looking to refresh their website and social copy while establishing a distinct tone of voice for the brand. One that would encapsulate their personality, vision and values.

• Tone of voice guide

• Website copywriting

Our first step was to create a tone of voice guide that could be utilised across all brand communications and shared internally to better capture the essence of the Anna Quan brand. Not only would this ensure all members of the team had the ability to communicate in a consistent tone – it provided the brand with a strong narrative and anchoring key messages they could refer back to as needed.

Following the creation of their first tone of voice guide, TONE was tasked with translating the brand’s new writing and personality traits into the website copy and select product descriptions.

A verbal revamp for the brand that celebrates the strengths of Anna Quan and its growing community, while creating a point of difference for the label within a crowded market. Minimalist, engaging and confident – just like the Anna Quan label itself.