Brand Tone

aspirational, trendy, and confident

Brand Values

• •Style and Self-Esteem
• •Modernity and Differentiation
• •Quality and Curation
• •Inspiration from California

Best Practices

• •Use Aspirational Language: Frame products not just by their features, but by the lifestyle they represent. Use words that evoke confidence, modernity, and a trendsetting attitude.
• •Maintain a Confident and Direct Tone: Speak to the customer as a style equal. Use clear, concise, and action-oriented language. Avoid overly casual or humorous tones that could dilute the brand's aspirational quality.
• •Highlight Exclusivity and Modernity: Emphasize what makes the products unique—be it the "differentiated cuts," "limited editions," or "exclusive curations." This appeals to a customer base looking for unique fashion.
• •Weave in the Brand Story: Subtly reference the brand's origin and inspiration—the Californian vibe and the passion for fashion. This adds depth and authenticity to the brand narrative.
• •Keep Visuals and Text Cohesive: Ensure that the clean, modern, and urban aesthetic of the product photography is matched by a sleek, direct, and stylish copy. The two should work together to create a unified brand experience.

Social Perception

a go-to source for contemporary men's streetwear in Brazil, catering to a niche audience that values current trends, with a perceived commitment to customer service and accurate product descriptions.

Copy Examples

• •The cold is just a detail. The new Cali jacket unites urban design and thermal comfort for you to dominate the concrete jungle. Limited edition. Secure yours at the link in bio.
• •Your next favorite piece has just arrived. Discover exclusive Cali launches and redefine your style.
• •Tired of the basics? Califorstyle offers a curation of pieces with modern and authentic cuts for those who aren't afraid to stand out. With 10% OFF your first purchase with the coupon CALI10, your style gets an upgrade.
• •More than a t-shirt, a statement. Made with premium cotton, the Cali Feather Gold T-shirt has an elongated fit and a soft touch that follows your movements. Perfect for those who live in the now.
• •Launch Alert: The collection that will define the season.