Brand Tone

Aspirational & Empowering, Practical & Functional, Conscious & Ethical, Personal & Relatable

Brand Values

• •Quality & Durability
• •Versatility & Functionality
• •Sustainability & Ethical Production
• •Empowerment & Self-Exploration
• •Transparency

Best Practices

• •Emphasize "The Journey": Consistently weave the theme of travel, movement, exploration (both literal and metaphorical) into product descriptions, social media captions, and blog content, aligning with the brand's core message.
• •Highlight Quality and Consciousness: Always integrate messaging about high-quality materials, European craftsmanship, ethical production, and the longevity of the garments, reinforcing these core values.
• •Maintain a Balance of Aspirational and Relatable Content: Showcase polished, chic visuals and aspirational messaging, but also incorporate the founder's personal journey and user-generated content (once available) to maintain relatability and authenticity.
• •Showcase the founder's personality to create more personal relationships with potential customers.
• •Make use of the user generated content to improve social proof.

Social Perception

A perception of quality and contemporary fashion. Authenticity and connection with early adopters. An emerging brand building its narrative online.

Copy Examples

• •ENROUTE: A lifestyle choice for those constantly on the move, exploring the world and themselves.
• •Elevate your journey with versatile, comfortable, and high-quality pieces that blend style and functionality.
• •Designed in New York, made in Europe with ethical and sustainable practices.
• •Conscious choices for your wardrobe: invest in high-quality apparel and proper care for natural fibers.
• •Join Ruta Zake, NYC content creator, on her journey of building ENROUTE.