Brand Tone

Creative & Artistic, Energetic & Playful, Confident & Innovative, Approachable-Premium

Brand Values

• •Self-Expression
• •Innovation & Technology
• •Collaboration & Creativity
• •Quality & Comfort
• •Non-Conformity

Best Practices

• •Lead with Design, Follow with Tech: Always showcase the visual creativity first. Use the innovative comfort and technology as the supporting reason-to-believe. The story is "art that feels amazing," not "tech that looks good."
• •Use Energetic and Evocative Language: Employ active, vibrant words. Instead of "comfortable underwear," use phrases like "all-day freedom," "moves with you," or "a pop of energy." Keep sentences concise and impactful.
• •Champion the Collaborators: When featuring a collaboration, tell the artist's story. This reinforces the brand's value of creativity and community, adding depth and authenticity to the product.
• •Maintain a Confident, Insider's Tone: Write as a passionate expert. The brand isn't just selling a product; it's sharing a discovery. Avoid generic marketing phrases and instead, speak directly to the customer who values originality and quality.
• •Embrace Visual Storytelling: Ensure that the copy always complements the strong visual identity. Let the vibrant product shots and graphics do most of the talking, using text to add context, personality, and highlight the key values of innovation and creativity.

Social Perception

As a Designer Product, High-Quality & Comfortable, A "Cool" Japanese Brand, Gift-Worthy

Copy Examples

• •Wear Art. Feel Innovation. Experience the one-size-fits-most freedom of BETONES. Seamless, breathable, and unbelievably creative underwear from Tokyo.
• •Unleash your inner canvas. 🎨 We’ve teamed up with [Artist Name] for a collection that’s all about bold strokes and even bolder comfort. Each pair is a masterpiece of our signature seamless tech. Shop the limited edition collab now. #Betones #WearableArt #MadeInJapan #ArtistCollab
• •Don't just get dressed, get inspired. The RHYTHM-BLUE is your daily dose of energy, powered by our legendary one-size-fits-most technology. Made with an ultra-flexible and breathable knit, it moves with you, staying perfectly in place without chafing or riding up. It’s not just underwear; it’s a statement. Made for creativity, designed for comfort.
• •Your top drawer just got more interesting.
• •Comfort that fits everyone. Designs that fit no mold. That's the BETONES promise. #BetonesUnderwear #JapaneseDesign #OneSizeFitsMost