Brand Tone

Sophisticated, Edgy, Avant-Garde, Empowering, and Expressive.

Brand Values

• •Individuality and Self-Expression
• •Sustainability and Social Responsibility
• •Artistic and Futuristic Design
• •Quality over Quantity

Best Practices

• •Lead with the 'Why,' Not Just the 'What': Always connect product features back to the core values. Instead of saying "a unique shirt," say "a shirt designed to celebrate individuality." This reinforces the brand's purpose.
• •Use an Artistic and Evocative Lexicon: Incorporate words from the brand’s universe like "surreal," "silhouette," "asymmetry," "future," "statement," and "universe" into copy. This builds a consistent and recognizable verbal identity.
• •Maintain the Premium Feel: Avoid overly casual slang, excessive emojis, or aggressive sales language (e.g., "Hurry, selling fast!"). The tone should remain elevated and confident, letting the product's design and brand's philosophy create desire.
• •Substantiate "Eco-Friendly" Claims: To build trust, move beyond just stating that garments are "produced ecologically". Use blog posts ("Our Universe") or social media content to tell specific stories about the materials used, the certified fabrics, or the local production process.
• •Balance Bulgarian and English: For the primary Bulgarian market, continue using native-language captions. However, ensure all essential brand messaging and hashtags are also available in English to cater to an international audience and reinforce the brand's global, high-fashion positioning.

Social Perception

ALLUNIX is perceived as a high-end, local Bulgarian designer brand with a strong, artistic point of view, primarily shaped by its own marketing. It is seen as aspirational and modern, positioning itself in the mid-to-high market segment with claims of premium quality and eco-friendliness, which are largely taken at face value due to limited widespread customer reviews.

Copy Examples

• •Symmetry is overrated. The Erica Set is for days when your presence speaks before you do. Designed for the woman who owns her narrative. #Allunix #ExpressYourself #AvantGardeFashion
• •WEAR YOUR UNIVERSE. Premium, eco-conscious designs for the modern individual. Explore the new collection.
• •Fashion that transcends trends. ALLUNIX offers limited edition pieces crafted from sustainable materials. It’s not just clothing; it’s a conversation. Discover a design language inspired by surrealism and individuality.
• •The Valerie Shirt challenges convention with its striking asymmetrical silhouette. Crafted from certified, breathable fabric, this piece is a testament to futuristic design and conscious craftsmanship. A wearable piece of art made to express, not just impress.
• •Enter the new reality. The FW'25 Collection is here.