Brand Tone

Sophisticated, elegant, understated, and quietly confident. Also artistic and mindful, evocative and personal.

Brand Values

• •Effortless Elegance
• •Timelessness & Durability
• •Quality & Craftsmanship
• •Minimalism ("Less is More")
• •Versatility & Functionality
• •Authenticity & Art-Inspired
• •Quiet Confidence
• •Modern Indian Aesthetic
• •Mindful & Conscious

Best Practices

• •Embrace Understatement: Avoid hyperbole and overly promotional language. Let the quality and design speak for themselves. Use sophisticated and evocative vocabulary.
• •Focus on "Effortless" and "Timeless": Continuously weave these core values into product descriptions, social media captions, and all brand narratives. Highlight versatility and lasting appeal.
• •Tell Stories, Don't Just Sell Products: Connect with the audience on an emotional level. Share the inspiration behind collections, the craftsmanship involved, and how the pieces can integrate into the customer's life.
• •Maintain Visual and Verbal Cohesion: Ensure the language used aligns with the minimalist and elegant aesthetic of the brand's visuals. The tone should feel like a natural extension of the design philosophy.
• •Speak to the "Quietly Confident" Woman: Address the target audience directly, acknowledging her appreciation for quality, artistry, and personal expression over ostentation.

Social Perception

AM:PM is generally perceived as a luxury Indian designer brand known for its sophisticated and understated style. Customers appreciate the quality, unique designs that blend Indian and Western aesthetics, and the timeless nature of the clothing. The rebranding to a more minimalist and mindful approach appears to be well-received, positioning them as a brand that values substance and thoughtful consumption. They are seen as a brand for the modern woman who values elegance, comfort, and personal expression over overt displays of wealth. The association with art and artists adds a layer of cultural richness and intellectual appeal.

Copy Examples

• •Headline: Discover Your Signature. The Art of Effortless Elegance. Body: At AM:PM, we believe true style whispers, it doesn't shout. Explore our new collection, where timeless design meets modern sensibility, crafted for the woman who moves through life with quiet confidence. Each piece, a story waiting to be told. Yours.
• •Headline: Beyond Trends. Beyond Seasons. Body: Invest in pieces that resonate with your essence. AM:PM offers a curated selection of apparel and accessories where "less is more" translates to enduring style and impeccable quality. Crafted with passion, designed for life.
• •Headline: The Poetry of Dressing. Body: Wrap yourself in the luxurious comfort of fine fabrics and silhouettes that flow like verse. AM:PM reimagines Indian craftsmanship for the global woman, creating a wardrobe that is both deeply personal and effortlessly chic. Experience the art of being you.
• •Headline: Mindful Luxury for the Modern Muse. Body: In a world of fleeting moments, choose enduring beauty. AM:PM champions a philosophy of conscious creation, offering versatile designs that celebrate your individuality. From dawn to dusk, let your style speak volumes in hushed tones.
• •Headline: Where Heritage Meets a Global Horizon. Body: AM:PM draws inspiration from the rich tapestry of Indian art and the clean lines of contemporary design. The result? Pieces that are as unique as your journey. Explore a world of understated luxury, designed to be cherished.