Brand Tone

Minimalist, sophisticated, personal, gentle, reflective, and encouraging, focusing on storytelling and emotion over aggressive sales.

Brand Values

• •Individuality and Self-Expression
• •Subtle Elegance
• •Quality and Craftsmanship
• •Mindful Living

Best Practices

• •Always use story-centric language, framing copy around the customer's life and personal narrative.
• •Maintain a calm and gentle tone, avoiding aggressive calls-to-action and using inviting, reflective language.
• •Emphasize 'We' and 'You' to speak directly to the customer and position the brand as a partner.
• •Focus on feeling and lifestyle integration, describing how products fit into and enhance a daily routine.
• •Keep copy minimal and clean, mirroring the brand's visual aesthetic with short, clear, and intentional messages.

Social Perception

Highly positive within its niche, perceived as high-quality, aesthetic, and a provider of stylish, minimalist accessories. It fosters a strong sense of community through user-generated content and is seen as a trusted domestic brand with high standards in craftsmanship and customer service.

Copy Examples

• •Your story, in your hands. Our new Classic Leather Case is designed not just to protect your device, but to be a quiet companion on your daily journey. Simple, timeless, and ready for your next chapter.
• •You are the protagonist. We just provide the props. Discover accessories designed for your life's story.
• •The Essential Daily Tote. Crafted for moments big and small—from your morning coffee run to your evening reflections. With a minimalist design and durable materials, it holds everything you need, so you can focus on what truly matters.
• •A small detail for your big story.
• •Life isn about finding yourself. It s about creating yourself. A PROP accessories are the subtle details that complete your narrative. Simple. Purposeful. Yours.