Tono de Marca

Minimalist, cultured, clean, sophisticated, intentional, confident, understated, curated, direct, refined, and evolving towards surreal and imaginative.

Valores de Marca

• •Community and Human Connection
• •Cultural Intersection
• •Minimalist Design & Quality Craftsmanship
• •Sustainability

Mejores Prácticas

• •Lead with "Why," not "What": Start with the cultural or community angle before detailing the product. Instead of "New Sneakers Available," try "A Canvas for Creative Expression: The ERIS Sneaker."
• •Use a Refined Vocabulary: Employ words that evoke sophistication and intentionality. Use terms like "curated," "silhouette," "form," "dialogue," and "composition" to align with the brand's connection to the art and design world.
• •Embrace Minimalism: Keep sentences clear, direct, and uncluttered. Use negative space effectively in ad copy and on web pages. The copy should feel as clean as the product design.
• •Speak to the Community: Address the audience as intelligent, culturally-aware individuals. Use inclusive language that invites them into the "brand universe," reinforcing the idea that buying a product is joining a community.
• •Be Transparent and Specific: When discussing materials and sustainability, be precise. Instead of "sustainably made," use specifics like "Handmade in Portugal from LWG-certified Italian suede and recycled polyester." This builds trust and justifies the premium positioning.

Percepción Social

Generally positive; stylish, minimalist, versatile designs, good alternative to high-end luxury, and praised for leather quality. However, recurring criticism about shoe comfort (stiff, difficult break-in) and mixed reviews on value for money, with some durability concerns.

Ejemplos de Copy

• •The Area Lo. Vintage-inspired form, modern craftsmanship. Built by hand from certified leather and recycled materials.
• •This week, our space transforms. Join us for the opening of 'An Infinite Dream,' a visual dialogue between art and form. Experience the collection, meet the artists. RSVP in bio.
• •More Than a Shoe: The New ERIS Silhouette.
• •We don't follow trends. We build community. Axel Arigato is a space for creative discovery, expressed through design, music, and art. Join us.
• •The Clean 90 Sneaker. Our iconic silhouette, reimagined for tomorrow. Crafted from LWG-certified Italian leather with a sole made from 20% recycled rubber. Designed to last.