Brand Tone

Professional & Trustworthy, Heritage-Focused & Authentic, Quality-Conscious & Refined, Caring & Responsible, Understated & Elegant

Brand Values

• •Quality & Craftsmanship
• •Comfort & Foot Health
• •Durability & Longevity
• •Sustainability & Ethical Responsibility
• •Heritage & Tradition
• •Timeless Design

Best Practices

• •Prioritize "Quality" and "Craftsmanship" in Language: Consistently use terms like "handcrafted," "premium materials," "skilled artisans," "enduring quality," and "built to last" to reinforce the brand's core offering.
• •Emphasize Heritage and Trust: Weave in references to the brand's long history ("since 1904," "Danish tradition," "generations of experience") to build credibility and a sense of established expertise.
• •Communicate Comfort and Care: Use reassuring and gentle language, especially when discussing children's shoes (e.g., "natural fit," "gentle support," "healthy foot development"). For adult shoes, focus on "all-day comfort" and "perfect fit."
• •Be Authentic and Transparent, Especially Regarding Sustainability: Clearly and honestly communicate efforts in sustainable sourcing (e.g., "chrome-free leather," "natural rubber," "traceable materials") and responsible production. Avoid greenwashing; focus on genuine actions.
• •Maintain a Refined, Understated, and Confident Voice: Avoid overly casual slang, excessive exclamation points, or hype. The copy should be elegant and informative, reflecting the quality of the product. Let the inherent value and story of the brand shine through.

Social Perception

A Premium Quality Brand, Comfort-Oriented, Classic and Stylish (Scandinavian Aesthetic), Responsible and Increasingly Sustainable, Trustworthy

Copy Examples

• •Headline: Since 1904: Danish Craftsmanship for a Lifetime of Journeys. Body: At ANGULUS, we believe in shoes that tell a story – your story. For over 120 years, our family has been dedicated to crafting footwear that blends timeless Danish design with unparalleled comfort and enduring quality. Step into a tradition of excellence.
• •Headline (Kids' Collection): Nurturing Little Steps, Naturally. Body: Designed with growing feet in mind, ANGULUS children's shoes offer the perfect balance of support and flexibility. Made from soft, natural materials and developed with care, they provide the comfort and freedom your child needs to explore the world.
• •Headline (Sustainability Focus): Consciously Crafted. Timelessly Worn. Body: We're committed to a more sustainable future, one step at a time. From traceable European leathers to our own Portuguese factory, ANGULUS shoes are an investment in quality that respects both people and the planet. Choose well, buy less, wear longer.
• •Headline (New Collection): The Art of Shoemaking: Discover Our Latest Handcrafted Collection. Body: Each pair of ANGULUS shoes is a testament to the skill of our artisans. Meticulously handcrafted in our Portuguese workshop, our new collection embodies our dedication to superior materials, exceptional comfort, and a style that lasts beyond the season.
• •Headline (General Brand): ANGULUS: Where Heritage Meets Modern Craft. Body: Experience the enduring appeal of ANGULUS. Rooted in Danish design principles and a passion for quality, our footwear is made for those who appreciate understated elegance, lasting comfort, and the value of true craftsmanship.