Brand Tone

Bold & Avant-Garde, Artistic & Conceptual, Sophisticated & High-Fashion, Culturally Rooted & Modern, Confident & Provocative

Brand Values

• •Cultural Preservation & Evolution
• •Innovation & Creativity
• •Authenticity & Integrity
• •Inclusivity (Evolving)
• •Bold Self-Expression

Best Practices

• •Embrace Bold Storytelling: Use evocative language that reflects the artistic and conceptual nature of the designs. Don't be afraid to be declarative and confident in your descriptions.
• •Balance Heritage with Modernity: Always connect back to the cultural roots and traditional craftsmanship, but frame it within a contemporary, innovative context. Highlight what makes the interpretation new and relevant.
• •Maintain Visual-Verbal Harmony: Ensure the copy's tone (sophisticated, artistic, bold) aligns perfectly with the high-fashion, often dramatic imagery used on the website and in campaigns.
• •Speak to the Visionary Customer: Address an audience that appreciates art, individuality, and fashion that makes a statement. Use language that resonates with a confident, informed, and culturally aware individual.
• •Be Unapologetically BEHATI: Acknowledge the brand's unique position. The copy should reflect the same courage and conviction shown in the designs, even if it means being a little provocative or challenging norms, true to the brand's established identity.

Social Perception

Innovative & Boundary-Pushing, Culturally Significant (though sometimes controversial), High-Fashion & Niche, Designer-Driven, Viral & Talked-About, Ambitious

Copy Examples

• •BEHATI: Wear Your Heritage, Reimagined. Discover traditional Malaysian attire boldly reinvented for the contemporary spirit.
• •Beyond Trend, Beyond Tradition. BEHATI crafts artful statements that honour our roots and dare to define the future of Malaysian fashion.
• •The Heart of Culture, The Soul of Design. Each BEHATI piece is a conversation – an innovative blend of heritage, craftsmanship, and avant-garde vision.
• •Make More Than an Entrance. Make a Statement. BEHATI – for those who dress with intention and carry culture with confidence.
• •From Viral Sensation to Cultural Vanguard. Experience BEHATI: where Malaysian tradition is not just preserved, but powerfully propelled forward.