Brand Tone

The predominant tone of A.B. Uniform is understated, sophisticated, and intentional. The language used across its website and social media is calm and confident, avoiding hyperbole and aggressive sales tactics. Communication is direct, clear, and focuses on tangible qualities. Adjectives: Minimalist, Timeless, Refined, Calm, Functional, Deliberate.

Brand Values

• •Durability and Craftsmanship
• •Simplicity and Functionality
• •Ethical and Local Production
• •Timelessness over Trends
• •Customer Commitment

Best Practices

• •Use a Refined Vocabulary: Choose words that evoke quality and intention, such as "considered," "functional," "durable," and "timeless," instead of common marketing words like "new" or "sale."
• •Focus on "Show, Don't Tell": Let high-quality visuals of the product and its textures do most of the talking. The copy should complement the image by providing essential, factual details about material and construction.
• •Emphasize Longevity: Frame products as long-term investments rather than seasonal purchases. Highlight the brand's free mending service to reinforce this commitment to durability.
• •Maintain a Calm and Direct Voice: The tone should always be confident and straightforward. Avoid exclamation points, excessive emojis, or overly casual language to maintain the sophisticated aesthetic.
• •Be Consistent Across All Channels: The language used in an email newsletter, on an Instagram caption, and on a product page should feel like it comes from the same source, reinforcing a unified and trustworthy brand identity.

Social Perception

A.B. Uniform is perceived as a niche, premium-quality brand for consumers who value minimalist design and sustainable, long-lasting clothing. It appeals to a discerning customer interested in capsule wardrobes, ethical fashion, and a 'buy less, but better' philosophy. It is viewed as an 'insider' brand with an air of authenticity and quality, justified by its focus on quality materials and ethical, local production despite a high price point.

Copy Examples

• •Subject: The Art of the Everyday. Body: Introducing our latest collection, designed for life's constants. Each piece is a tribute to simplicity and durability, crafted from the finest materials to become a trusted part of your personal uniform. Discover timeless silhouettes, made to be worn and loved for years to come.
• •(Image: A person wearing the trench coat in a simple, urban setting) Caption: Built for purpose. The Trench Jacket, reimagined with considered details and durable, all-weather cotton. A timeless layer for any season. #ABUniform #TimelessDesign #MadeinNYC
• •Headline: Fewer, Better Things. Sub-headline: We create durable, workwear-inspired garments that are ethically crafted in New York and Japan. Invest in pieces that last.
• •A foundational piece for any considered wardrobe. Our Chinos are cut from durable, ethically sourced cotton with a focus on a flawless fit. We gave special attention to the pockets, ensuring they are as functional as they are discreet. Simple, durable, and built for daily life.
• •Headline: Tired of Trends? Build Your Uniform. Body: A.B. Uniform creates timeless, workwear-inspired essentials for the modern wardrobe. Ethically made in NYC. Built to last. Discover the difference of true craftsmanship.