Brand Tone

Innovative & Experimental, Sophisticated & Edgy, Contemporary & Modern, Artistic & Philosophical, Confident & Bold

Brand Values

• •Innovation & Material Exploration
• •Quality Craftsmanship
• •Durability
• •Individuality & Self-Expression
• •Global & Interconnected Perspective
• •Boundary-Pushing & Rebellious Spirit

Best Practices

• •Develop a Core Messaging Guide: Create a document outlining key brand vocabulary (e.g., "innovative," "rebellion," "contemporary," "artisanal," "materiality"), phrases to use, and phrases to avoid. This ensures everyone writing for the brand is aligned.
• •Emphasize the "Why": Consistently communicate the brand's philosophical approach to design and materials (e.g., "exploring possibilities," "rethinking basics," "platform for identities"). This goes beyond just describing products.
• •Use Evocative and Sensory Language: Appeal to the tactile nature of their materials (rubber, leather) and the visual impact of their designs. Words like "sculptural," "tactile," "streamlined," "hybrid" can reinforce their aesthetic.
• •Maintain a Confident and Assertive Voice: The "rebellion" aspect implies a certain boldness. Copy should feel decisive and forward-thinking, not passive or hesitant.
• •Ensure Visual and Textual Harmony: The sophisticated, minimalist, and edgy tone of the visuals on Instagram and the website should be directly mirrored in the language used. Captions and product descriptions should feel like a natural extension of the imagery.

Social Perception

A niche, designer footwear brand, Appealing to fashion-forward individuals who appreciate unique materials and aesthetics, High-quality and artistic, Trendy and avant-garde, A brand for those who seek to make a statement

Copy Examples

• •Headline: Rewrite the Rules. Reshape Your Reality. Body: Introducing the new [Product Name]. Crafted from our signature vulcanized rubber and supple [leather/other material], it’s not just footwear, it’s a statement. Explore the frontier of design. #bothParis #RubberMeetsRebellion
• •Headline: Beyond the Binary. Body: For the new human. Our latest collection transcends convention, blending Parisian chic with an untamed spirit. Discover footwear that adapts, endures, and empowers. #bothFootwear #InnovativeDesign
• •Headline: The Art of Materiality. The Soul of the Urban. Body: At both, rubber is our canvas, rebellion our muse. Experience the tactile innovation of the [Product Name] – where durability meets avant-garde aesthetics. Walk your own path. #bothStories #ContemporaryCraft
• •Headline: Engineered for Impact. Designed for Expression. Body: Don't just follow trends, define them. The [Collection Name] collection fuses meticulous craftsmanship with a bold, contemporary vision. Step into the future of footwear. #bothNewCollection #EdgySophistication
• •Headline: Paris Born. Globally Worn. Rebelliously Inspired. Body: From our atelier to the streets of the world. both embodies a fusion of cultures and a passion for the unconventional. Discover the [Product Name] and embrace your distinct style. #bothGlobal #ArtisanFootwear