Brand Tone

Aspirational, minimalist, and authentic. Calm and confident, avoiding aggressive sales language. Personal, grounded, simple, direct, and appreciative, connecting with a discerning audience valuing aesthetics and quality.

Brand Values

• •Creativity and Passion
• •Quality and Craftsmanship
• •Minimalism and Timeless Design
• •Connection to Place
• •Authenticity

Best Practices

• •Embrace Storytelling: Every piece of copy should echo the brand's origin story. Whether describing a product or a social media post, frame it within the narrative of passion, creativity, and love for Amsterdam.
• •Focus on "Feeling" over "Features": Instead of just listing that a shirt is "100% organic cotton," describe the *feeling*—"exceptionally soft," "breathable comfort," "your go-to for cozy days." Connect the material to the customer's experience.
• •Maintain a Minimalist Language: The copy should mirror the design aesthetic. Use clean, simple, and direct language. Avoid clutter, jargon, and overly enthusiastic marketing phrases. Short sentences and ample white space in text blocks are key.
• •Use a Consistent, Calming Vocabulary: Employ words that reinforce the brand's values, such as "thoughtful," "crafted," "subtle," "timeless," "essential," and "detail." This creates a cohesive and recognizable brand voice.
• •Engage with Authentic Questions: On social media, foster community by asking thoughtful, open-ended questions rather than direct calls-to-action. For example, instead of "Buy now!," try "What's your favorite quiet corner of the city?" This aligns with the brand’s personal and authentic tone.

Social Perception

Highly positive as a niche, independent brand. Perceived as stylish, understated, and appealing to those who appreciate subtle design and have an affinity for Amsterdam. Customers praise high quality, soft fabric, and unique minimalist designs, fostering a strong sense of community and appreciation for the brand's aesthetic.

Copy Examples

• •Your new uniform for quiet moments. Crafted from the softest organic cotton and detailed with a subtle nod to the city we love. Discover the Canal House sweater. #AppliqueAmsterdam #OrganicCotton #Amsterdam
• •Wear the Story of Amsterdam. Timeless, minimalist apparel inspired by the city of creatives. Crafted with passion and 100% organic cotton.
• •A subtle tribute to where it all began. Our signature t-shirt, embroidered with the coordinates of the heart of Amsterdam, is a quiet statement piece for the modern explorer. Made from exceptionally soft, breathable organic cotton, it offers a relaxed fit for everyday comfort and style. It’s more than a t-shirt; it’s a piece of home.
• •Minimalist Style. Maximum Comfort. Tired of loud logos? Appliqué Amsterdam offers beautifully embroidered apparel inspired by the quiet beauty of Amsterdam. Our pieces are made from premium organic cotton for a feel you have to experience. Shop the collection and find your new favorite sweater.
• •A new design is here | Inspired by Amsterdam mornings. Open to discover our latest piece, crafted just for you.