Brand Tone

Sophisticated & Minimalist, Quality-Conscious & Confident, Contemporary & Understated, Direct & Informative

Brand Values

• •Quality Craftsmanship
• •Timelessness
• •Sustainability & Ethical Practices
• •Contemporary Style
• •Customer Experience

Best Practices

• •Emphasize Quality and Durability: Consistently use terms that convey the lasting nature and premium materials of the products (e.g., crafted, premium, built to last, heavyweight).
• •Highlight Ethical and Sustainable Aspects Subtly: Integrate messages about eco-friendly materials and ethical production naturally, rather than making them the sole focus, to support the eco-conscious elegance value.
• •Ensure Factual Accuracy and Transparency: Especially regarding product materials, origin (Made in Portugal), and shipping/return policies, to build trust and align with the straightforward communication style.
• •Maintain a Sophisticated and Minimalist Aesthetic: Use clean, concise language and avoid overly promotional or salesy language. Focus on the essential qualities of the product and the brand's values.
• •Focus on Everyday Essentialism: Highlight how the brand integrates into a modern lifestyle

Social Perception

A brand that is perceived as sophisticated, minimalist, quality-focused, ethical, and contemporary. A brand that resonates with customers who value timeless design, sustainable practices, and transparent business operations.

Copy Examples

• •Raseri: Minimal and luxury pieces designed to last.
• •Contemporary unisex streetwear proudly made in Portugal.
• •Eco-conscious elegance, from sourcing eco-friendly materials to ethical manufacturing practices.
• •Heavyweight 330gsm cotton jersey for a structural fit.
• •Everyday essentialism consciously crafted in Europe.