Brand Tone

Artistic & Philosophical, Minimalist & Contemporary, Innovative & Experimental, Confident & Understated

Brand Values

• •Innovation in Materiality
• •Balance
• •Quality & Durability
• •Artistic Expression & Design
• •Contemporary Aesthetics
• •Global Perspective

Best Practices

• •Emphasize Materiality and Process: Consistently highlight the unique use of rubber, the research behind it, and the innovative manufacturing techniques. This reinforces expertise and the brand's core differentiator.
• •Use Evocative and Philosophical Language (Sparingly): Incorporate words and phrases that suggest depth, transformation, and artistic exploration, but avoid overly dense or inaccessible jargon. Keep it intriguing.
• •Maintain a Minimalist and Confident Voice: Be direct and assured in the product descriptions. Let the design and material speak for themselves. Avoid hyperbole or overly salesy language.
• •Visually Align Copy with Imagery: Ensure that the tone of the copy complements the artistic and often stark visuals used in campaigns. The words should enhance the mood, not detract from it.
• •Highlight Innovation and Craftsmanship: Continuously weave in narratives about new techniques, design evolution, and the quality of construction to underscore the brand's commitment to pushing boundaries and creating lasting products.

Social Perception

both is perceived as a niche, design-forward footwear brand that appeals to individuals interested in fashion innovation and unique materials. It's seen as a label that pushes boundaries in shoe design through its dedicated focus on rubber. Collaborations with high-profile designers and visibility on celebrities have likely increased its desirability among fashion-conscious consumers. The brand's commitment to research and the unique properties of its chosen material lend it an air of authenticity and expertise. The east-meets-west approach and global collaborations contribute to a perception of a culturally aware and forward-thinking brand.

Copy Examples

• •Headline: explore. evolve. emerge. Body: Introducing the AW24 collection. Inspired by metamorphosis, designed for your transformation. Discover footwear that adapts with you. #bothAW24 #RubberReimagined
• •Headline: The Soul of Rubber. The Heart of Design. Body: At both, we delve into the essence of a singular material. Thirty years of research, a lifetime of exploration. Experience the art of rubber, redefined. #bothFootwear #MaterialInnovation
• •Headline: Where Minimalism Meets Materiality. Body: Clean lines. Unconventional textures. Our latest silhouette fuses contemporary design with the tactile honesty of natural rubber. Step into the new modern. #bothContemporary #DesignedInParis
• •Headline: East. West. Forward. Body: Global perspectives, singular craftsmanship. Our new collaboration bridges worlds, creating footwear that transcends borders. #bothGlobal #ArtisanRubber
• •Headline: Beyond the Surface. Body: It’s more than a shoe. It’s a statement on the potential of the overlooked, the beauty of the elemental. Feel the philosophy. Wear the innovation. #bothPhilosophy #FutureFootwear