Brand Tone

aspirational, minimalist, and sincere

Brand Values

• •Love & Passion
• •Purpose & Self-Determination
• •Quality & Longevity
• •Sustainability & Responsibility
• •Minimalism & Authenticity

Best Practices

• •Maintain a Minimalist Aesthetic: Ensure all visual content from product photography to website layout is clean, uncluttered, and reflects the brand's minimalist and premium feel.
• •Lead with Purpose: Every piece of copy should connect back to the brand's core values of love, passion, and purpose. Whether it's a product description or an "About Us" page, the "why" behind the brand should be evident.
• •Use Sincere and Aspirational Language: The tone should be consistently inspiring and heartfelt. Avoid overly casual language, slang, or aggressive sales tactics. The voice should feel like a thoughtful conversation with a like-minded individual.
• •Emphasize Quality and Sustainability: Consistently highlight the superior, sustainable materials and the longevity of the products. This justifies the premium price point and reinforces the brand's commitment to responsible consumerism.
• •Tell the Founder's Story: Continue to leverage the founder's personal philosophy. This adds a layer of authenticity and relatability that can help build a stronger connection with the community.

Social Perception

The brand aims to be perceived as a premium, conscientious, and inspirational label for individuals who value quality, sustainability, and a purpose-driven lifestyle. The high price point and minimalist aesthetic likely appeal to a niche market that appreciates these qualities and is willing to invest in them.

Copy Examples

• •Introducing the Essentials Collection. Timeless silhouettes crafted with purpose, for a life driven by passion. Discover pieces made to be part of your story. #BasedOnLove
• •Wear the change you want to see. Our commitment to sustainable materials and recycled packaging is a promise to our planet and to the free-thinkers of tomorrow. #PurposeDriven
• •From a dream to a reality. Our founder, Maximilian, built this brand on a simple philosophy: dedicate yourself to what you love. What's your passion? #LiveWithPurpose
• •Beyond the fabric. We invest in quality that endures, sourcing from the world's finest, sustainable factories. This isn't just a hoodie; it's a statement of intent. #QualityOverQuantity
• •Love is the essential part of inspiration. It's the force that drives us to create, to dream, and to be. What does 'Based on Love' mean to you? #CommunityOfDreamers