Brand Tone

Luxurious & Elegant, Innovative & Modern, Practical & Functional, Chic & Playful, Confident & Empowering

Brand Values

• •Innovation
• •Quality
• •Functionality
• •Versatility
• •Elegant Design
• •Individuality & Self-Expression
• •Joyful Sophistication

Best Practices

• •Balance Luxury with Practicality: Always highlight both the premium quality/elegant design and the functional benefits of the products. Avoid leaning too heavily on one aspect, as the blend is key to ANY DI's identity.
• •Emphasize Innovation: Regularly mention unique features like the patented SunCover or strap system. Use words like 'innovative,' 'patented,' 'smart design,' or 'unique solution' to reinforce this value.
• •Use Sophisticated yet Approachable Language: The language should be elegant and refined, but also clear, concise, and engaging. Avoid overly technical jargon or overly casual slang that might dilute the luxury feel.
• •Incorporate the Founder's Story & Philosophy: Subtly weaving in elements of Anne Dickhardt’s inspiration (travel, sports, versatility, 'ANYthing is possible') can add authenticity and a personal touch to the brand narrative.
• •Maintain Visual and Textual Cohesion: Ensure that the tone of the copy aligns with the visual branding across all platforms. Lifestyle imagery should reflect the chic, modern, and practical elegance described in the text. The playful elements in design can be mirrored with slightly more vivacious (but still sophisticated) language where appropriate (e.g., on TikTok).

Social Perception

High-Quality & Luxurious, Innovative & Unique, Stylish & Fashionable, Practical & Clever, Aspirational yet Accessible Luxury, Reliable

Copy Examples

• •For the SunCover: 'Tired of bulky glasses cases? Introducing the ANY DI SunCover: the patented, stylish guard for your eyewear. Crafted from the finest leather and finished with 24k gold-plated hardware, it’s the chicest way to protect your lenses and make a statement. Clip it on, stand out. #ANYDISunCover #LuxuryInnovation #EyewearRevolution'
• •For a Versatile Handbag: 'From boardroom elegance to weekend chic, the ANY DI Bag L transforms with you. Our innovative strap system offers effortless versatility, converting from a sophisticated handbag to a comfortable backpack in seconds. Experience luxury that adapts to your life. #ANYDIBags #VersatileLuxury #MunichMade'
• •For the Pocket PhoneStrap: 'Go hands-free, stay stylish. The ANY DI Pocket PhoneStrap keeps your essentials secure and accessible, blending high-end design with ultimate everyday convenience. Customize your look with our range of pouches and SunCovers. Your life, your style, effortlessly organized. #ANYDIPhoneStrap #FunctionalFashion #SmartLuxury'
• •General Brand Post (Instagram/Facebook): 'Munich's spirit of casual chic and luxurious glamour, woven into every stitch. At ANY DI, we believe in accessories that are as innovative as they are elegant, as practical as they are playful. Discover designs that empower your everyday. #ANYDIMunich #HighEndComfort #DesignMeetsFunction'
• •TikTok Video Caption Idea (Showcasing Puffer Bag): 'Light as a feather, carries your world! ☁️✨ The ANY DI Puffer Bag is your go-to for busy days. Water-repellent, super spacious, and undeniably chic. What’s in your ANY DI? #ANYDIPufferBag #StreetStyleEssential #EverydayLuxury #BagGoals'