Tono de Marca

unconventional, creative, artistic, and non-conformist

Valores de Marca

• •Creativity and Originality
• •Non-conformity
• •Global-Mindedness
• •Quality

Mejores Prácticas

• •Embrace the Abstract: Use metaphors and concepts related to art, imagination, and vision. The copy should be as much about a philosophy as it is about a product.
• •Speak to the Individual, Not the Masses: Use language that singles out the customer as unique and creative. Phrases like "For those who..." or "If you believe..." create an exclusive feel.
• •Maintain a Confident and Bold Voice: The tone should be declarative and self-assured. Avoid hesitant or overly explanatory language. The brand knows who it is.
• •Use a Global-Local Narrative: Ground the brand in its South American roots ('our north has always been the south') while referencing global culture to reinforce its international appeal.
• •Visuals Must Match the Voice: Every image and video should reflect the non-conformist, artistic, and high-design value proposition. Avoid generic stock photography; instead, feature real, interesting people in authentic, creative environments.

Percepción Social

trendy, design-focused, popular with influencers, and unconventional

Ejemplos de Copy

• •Some see a wall. You see a canvas. Our frames aren't just for sight, they're for visionaries. See the world differently. #Absurda #NotForEveryone
• •DESIGNED IN SOUTH AMERICA. INSPIRED BY THE WORLD. WORN BY NOBODY ORDINARY.
• •The 'Chacarita' Frame: Inspired by the vibrant, artistic soul of Buenos Aires. Forged for faces that have something to say without speaking a word. Wear the unexpected.
• •Your comfort zone is boring.
• •Standard issue? Never. Absurda is for the creators, the rule-breakers, the quietly imaginative. We don't follow trends. We build what's next. Find your focus.