Brand Tone

Sophisticated & Elegant, Minimalist & Clean, Confident & Assertive (Quietly), Passionate (about craftsmanship & quality), Contemporary & Urban

Brand Values

• •Quality
• •Simplicity & Minimalism
• •Craftsmanship & Know-How
• •Aestheticism
• •Durability & Sustainability (implied)
• •Authenticity
• •Ethical Relationships

Best Practices

• •Prioritize Understated Confidence: Avoid hyperbole and overly salesy language. Let the quality and design speak for themselves. Use clear, direct statements that convey expertise and a belief in the product's inherent value.
• •Emphasize Quality and Craftsmanship: Consistently weave in terms related to superior materials ("premium nappa leather," "Italian suede"), meticulous construction ("hand-sewn soles," "expertly crafted"), and the brand's heritage of know-how ("since 2010," "Parisian design," "Portuguese workshops").
• •Maintain a Sophisticated and Elegant Vocabulary: Choose words that reflect refinement and a contemporary aesthetic (e.g., "discerning," "meticulous," "essential," "refined," "contemporary," "timeless"). Ensure grammar and syntax are impeccable.
• •Focus on Minimalist Language: Keep sentences clear, concise, and purposeful, mirroring the brand's design philosophy. Avoid unnecessary jargon or overly complex descriptions. Let white space in text (like in design) have impact.
• •Evoke the "Parisian Spirit" Subtly: While the brand is Parisian, avoid clichés. Instead, let the tone reflect an effortless chic, an appreciation for quality, and a modern, urban sensibility that is often associated with Parisian style. Mentioning "Paris" or "French" can be done factually where relevant (e.g., "Designed in Paris").

Social Perception

High-Quality Provider, Stylish & Fashionable, Good Value Luxury, Trustworthy, Understated Elegance

Copy Examples

• •Headline: The Essence of Parisian Step. Body: Meticulously crafted in Portugal, our Edition 5 sneaker embodies the quiet confidence of contemporary Parisian style. Premium nappa leather, clean lines, and enduring quality for the discerning individual. Walk with distinction. Call to Action: Discover Your Edition.
• •Headline: Simplicity. Perfected. Body: At National Standard, we believe in the power of essential design. Our latest collection strips footwear back to its purest form – superior materials, expert craftsmanship, and a timeless aesthetic that transcends seasons. Call to Action: Explore the Collection.
• •Headline: Crafted for Life's Edit. Body: National Standard sneakers: where refined design meets everyday versatility. Each pair is a testament to our passion for quality and a commitment to lasting style. More than a shoe, it's a standard. Call to Action: Shop Men's | Shop Women's.
• •Headline: The Art of Understatement. Body: Experience the luxury of considered design. Our sneakers are created for those who appreciate meticulous detail and the enduring appeal of minimalism. Hand-assembled with passion, designed in Paris. Call to Action: View New Arrivals.
• •Headline: National Standard: Defining Premium. Since 2010. Body: For over a decade, we've pioneered premium sneakers with an unwavering focus on quality, aestheticism, and ethical craftsmanship. Discover the difference that true dedication makes. Call to Action: Learn Our Story.