TOTEME CASE STUDY

Client: Toteme (toteme.com)

Project: Speculative Copy & Content Overhaul

Role: Concept, Copywriting, Editorial Strategy

Client Type: Fashion Brand / Minimalist Luxury

Author: Marta Zwolińska

This is a speculative brand voice refinement, adapted in-brand.

This work is purely speculative — the brand did not commission this project.

01. PROJECT OVERVIEW

Toteme is a minimalist fashion house born from a distinct Scandinavian perspective, an unspoken nod to simplicity, longevity, and thoughtful design. It is a brand that honors the woman’s daily reality by crafting garments that are more than just clothes; they are timeless pieces shaped by material integrity and considered form. My aim was to deepen this understated yet evocative narrative by reimagining their web copy.

Goal: to more effectively convey Toteme’s vision, translating their ethos into language that resonates with discerning, style-conscious women.

02. DIAGNOSIS

Current strengths:

  • Clear, recognisable minimalist aesthetic

  • Strong emphasis on fabric quality and shape

  • Brand voice reflects Scandinavian restraint

What’s lacking:

  • Website copy reads somewhat clinical, missing emotional warmth

  • Narrative feels fragmented, not fully coherent across sections

  • Potential to connect more deeply with customers through storytelling

03. REWRITTEN COPY

Section Our Story – original

Toteme is a fashion house rooted in Swedish sensibilities, modern aspirations and the notion of style. With an appreciation for women’s many roles and how pieces are worn in practice, we create emblematic designs with an emphasis on materiality and shape. Archetype pieces are examined through a female lens and realized with sumptuous fabrics, rich textures and graphic silhouettes. Representing a direct and decisive way of dressing, the collections are contextualised in curated edits, visuals and spaces.

Section Our Story – rewritten

Toteme emerges from the calm clarity of Swedish design. A brand shaped by a keen understanding of how women move through their days. Our clothes aren’t just worn; they are lived in, emblematic of a style that’s both deliberate and effortless. Every silhouette is crafted with a precise respect for material and form, layered in textures that speak quietly but unmistakably. The collections present a wardrobe distilled into essentials, curated thoughtfully to fit into real lives with ease and elegance.

—

Section Our Approach – original

Toteme is a Swedish fashion house founded on the principles of minimalism, long-standing style, meticulous craftsmanship and methodic repetition. We craft modern classics with purpose, occasion and longevity in mind – each piece is made to last and be cherished, each collection seen as an opportunity to build on our existing offering and perfect our styles. We are committed to establishing Toteme as a brand that inspires customers and brands to make decisions that benefit, as opposed to harm, people, animals and the environment. That is why we look to the United Nations’ Sustainable Development Goals (SDGs) and our collaborations with leading industry organizations to inform our environmental, social and governance (ESG) framework and our sustainability pillars: design, planet and community. As part of our ESG framework, we have set ambitious sustainability goals and plan to meet them by staying up-to-date with industry developments, creating targeted key performance indicators (KPIs), policies, audits, training and workshops, improving our accountability and transparency, and partnering with the right suppliers to craft high-quality, lasting pieces in safe and fair conditions. Read our 2023/24 Sustainability Report to learn more about our approach to sustainability.

Section Our Approach – rewritten

At its core, Toteme champions minimalism with an eye on endurance. Crafting garments that transcend trends and become part of your lasting wardrobe. Each collection is a careful study in timelessness, born from craftsmanship that values precision and patience. Our commitment runs deeper than design alone. We strive to lead by example in responsible fashion, aligning our efforts with global sustainability benchmarks and collaborating with industry leaders. Through clear goals and transparent practices, we work steadily to ensure our pieces are made ethically, with respect for people, animals, and the planet. The journey continues, documented transparently in our latest Sustainability Report, a reflection of values put into action.

04. WHY THIS WORKS

  • Adds emotional warmth without sacrificing minimalism

  • Creates a cohesive narrative that connects brand values to customer experience

  • Provides clarity while preserving brand restraint and sophistication

  • Elevates sustainability messaging from corporate jargon to genuine commitment

05. OPTIONAL TAG-LINES / CAMPAIGN CONCEPTS

  • Essentials refined, stories sustained.

  • Where form meets everyday grace.

  • Clothes that live, breathe, endure.

  • The quiet power of simplicity.

  • Wardrobes built to last.

06. CREATIVE EXTENSIONS / SOCIAL MEDIA CAMPAIGN

  • Instagram caption:

Simplicity with purpose — each Toteme piece is designed to carry you through the seasons, the days, the moments. Made for life well lived.

Shop now

  • Pinterest pin:

Explore the art of minimalism: timeless shapes, natural textures, and garments crafted to endure.

See our collections

  • TikTok video ad script:

Scene I: morning light through a minimalist apartment

Toteme is about the pieces you reach for again and again — made for movement, made for you.

Scene II: hands adjusting a sleeve, close-up on fabric texture

CTA overlay:

Discover the new collection

07. EMAIL NEWSLETTER

Subject line: The season of quiet confidence

Header: A new chapter in timeless style

Body:

At Toteme, we believe in pieces that don’t shout — but speak volumes through your presence. Explore our latest collection, where every detail is crafted for you, for life.

CTA:

See the collection