Project Overview
CSARA | THE BRIEF
CSARA is a premium women’s golf and leisurewear brand launched in June 2025. Founder Claire Griffiths approached Hello Finch to develop a distinctive tone of voice and define her go-to-market strategy for a brand that would revolutionise women’s golf fashion
THE CHALLENGE
Claire’s journey began when her husband joined the prestigious Centurion Club. Initially curious about golf’s appeal, she booked her first lesson and quickly fell in love with the sport. But there was a problem.
The women’s golf fashion market was stuck in the past.
Claire found herself frustrated by the limited options available – clothing that was either too conservative, too loud, or simply didn’t reflect contemporary style. Most pieces felt designed for the course alone, with no versatility for modern women’s multifaceted lives.
“I wanted pieces I could wear on the course, sure – but also to lunch, to travel in, or just because I liked how they looked and felt. The golf clothing world hasn’t really been built for women like me – women who work, travel, juggle family life, and still want to enjoy golf without compromising on style.” – Claire Griffith
The opportunity was clear: create what didn’t exist.
OUR STRATEGIC APPROACH
Brand Foundation
We partnered with Claire to build CSARA from the ground up, establishing clear brand pillars that would differentiate them in a crowded market:
WHY – Everything CSARA does is about empowering sports women, both professional and amateur, to feel amazing. We believe in creating communities which empower women
WHAT – We empower by creating female sports and leisure wear which has the female at our heart. Our products are beautifully designed, easy to wear and carry you from home to tee, to social occasions with friends
HOW – CSARA is an independent female sportswear brand founded in a deep love of creativity and design. We make sports clothing designed to make women feel amazing
Tone of Voice Development
Claire’s natural energy became our blueprint – fun, sociable, and authentically kind. We developed brand voice guidelines that were:
Friendly – Approachable and welcoming to all skill levels
Confident – Unafraid to challenge industry conventions
Modern – Speaking the language of today’s multifaceted women
Authentic – Transparently honest in all communications
This led to CSARA’s defining brand strapline:
“Individually me. Uniquely you.”
Go-to-Market Strategy
We developed a comprehensive 12-week launch strategy encompassing:
– Behind-the-scenes creative content
– Founder story development
– Strategic blog content
– Investor-ready brand narrative
– Community-building social strategy
THE RESULTS
Market Differentiation
CSARA now stands apart in the women’s sportswear landscape through:
Versatility by Design – Every piece transitions seamlessly from course to clubhouse to casual wear, solving the modern woman’s wardrobe dilemma.
Premium Quality – Exceptional craftsmanship meets performance functionality, delivering luxury that performs.
Fashion-Forward Innovation – Contemporary designs that bring high-end retail aesthetics to the fairway.
Inclusive Community – Welcoming dedicated players and occasional golfers alike, celebrating all women who value quality and style.
Brand Voice Impact
Our bold, no-punches-pulled approach created a tone of voice that:
– Challenges traditional golf industry conventions
– Speaks authentically to modern women’s experiences
– Builds genuine community connections
– Differentiates CSARA from conservative competitors
Future Growth
With its debut collection launched in June 2025, CSARA’s expansion roadmap includes:
– Tennis, fitness, and wellness categories
– Travel and lounge wear collections
– International markets across Europe, Middle East, US, and Australia
THE BOTTOM LINE
Hello Finch didn’t just create a brand voice – we gave voice to an underserved community.
CSARA proves that when you combine authentic insight with bold brand strategy, you can transform entire market categories. Claire’s vision, amplified by our strategic approach, has created more than a fashion brand – it’s a movement that empowers women to bring their whole selves to the sports they love.
From the course to the clubhouse, from work to play – clothing that moves with you.
