Brand Tone

Artistic & Conceptual, Sophisticated & Avant-Garde, Philosophical & Evocative, Exclusive & Confident, Minimalist & Direct (in product copy)

Brand Values

• •Self-Expression & Individuality
• •Artistry & Conceptual Depth
• •Quality Craftsmanship & Material Excellence
• •Innovation & Tradition
• •Timelessness
• •Challenging Conventions
• •Sustainability & Ethical Practices

Best Practices

• •Embrace Poetic & Conceptual Language: Use evocative words, metaphors, and explore thematic narratives, especially in collection descriptions and brand storytelling. Avoid overly casual or colloquial language.
• •Highlight Artistry and Craftsmanship: Consistently refer to the artistic vision, the quality of materials, and the skill involved in creating each piece. Terms like "meticulous," "artisanal," "sculpted," and "innovative silhouette" reinforce this.
• •Maintain an Aura of Exclusivity and Sophistication: Language should be refined and intelligent. While passionate, it should avoid hyperbole or overly aggressive sales tactics. The high price point should be justified by the perceived value conveyed through sophisticated copy.
• •Integrate Values Naturally: Weave in concepts of self-expression, individuality, sustainability, and ethical production where relevant, rather than making them feel like forced afterthoughts. Let these values underpin the narrative.
• •Ensure Visual and Textual Harmony: The dark, artistic, and avant-garde visual identity must be consistently matched by the tone of the copy. Captions on Instagram, website text, and any advertising material should feel like they originate from the same core brand voice. Review all copy against the visual moodboard of the brand.

Social Perception

Niche & Exclusive, Artistically Respected (within its niche), Emerging, Intriguing & Aspirational

Copy Examples

• •Unveil your aniconic self. ZENELI BERLIN’s ‘[Collection Name]’ explores the architecture of identity beyond the visible. Each thread a narrative, each silhouette a statement. Discover the collection – link in bio. #ZeneliBerlin #ArtFashion #ConceptualWear #AvantGardeStyle #SelfExpression
• •The Deconstructed Tailored Blazer: A dialogue between form and fluidity. Precision tailoring meets raw expression, crafted from ethically sourced [Material Name]. More than an attire, it's an extension of your narrative. Experience ZENELI. #ZeneliBerlin #LuxuryFashion #InnovativeDesign #TimelessCraftsmanship
• •At ZENELI BERLIN, we don't just create garments; we sculpt identities. Born from a reverence for art and an ethos of defiant self-expression, each piece is a testament to meticulous craftsmanship and a future where fashion transcends the ephemeral. We are the quiet rebellion, woven into timeless forms. #ZeneliPhilosophy #BerlinAvantGarde #FashionAsArt
• •ZENELI BERLIN: Where Shadow and Substance Meet. Step into the new season with designs that challenge perception and celebrate the art of being.
• •ZENELI BERLIN. Define Don't Be Defined. (Visual: Striking campaign image) Explore a world crafted for the individual. #Zeneli #LuxuryAvantGarde #BerlinFashion