Brand Tone

Understated & Refined, Informative & Direct, Appreciative & Passionate (subtly), Modern & Minimalist, Inclusive (Global Reach)

Brand Values

• •Quality & Durability
• •Considered Simplicity & Timeless Design
• •Curation & Selection
• •Artist Support & Collaboration
• •Heritage with Modernity
• •Authenticity

Best Practices

• •Prioritize Clarity and Conciseness: Avoid jargon or overly elaborate language. Get straight to the point, focusing on essential information about design, material, and purpose. The products often speak for themselves.
• •Emphasize Quality and Craftsmanship Subtly: Instead of overt claims, weave in details about materials (e.g., "15.4oz open-end yarn," "編み立てから行われます" - knitted from scratch) and construction that imply quality and durability. Let the specifics highlight the value.
• •Maintain a Respectful and Appreciative Voice: When discussing curated brands or artist collaborations, use language that shows genuine respect for their work and vision. Position COMMON BASE as a discerning host or supportive partner.
• •Use Bilingual Content Thoughtfully (if targeting both Japanese and International audiences): Ensure translations are accurate and maintain the nuance of the original tone. Keep messaging consistent across languages. (As seen on their Instagram).
• •Keep Visuals and Text Aligned: The minimalist, clean aesthetic of the brand's visuals should be mirrored in the copy. Use ample white space, clear typography, and a straightforward sentence structure that complements the visual presentation.

Social Perception

Respected Select Shop, Provider of High-Quality Basics, Connected to Creative Culture, Resource for Specific Styles, International Appeal

Copy Examples

• •Instagram Post (New Arrival - COMMON BASE Blank Tee): The Foundation. Our 8oz Blank Tee, meticulously crafted from open-end yarn for enduring structure and comfort. Designed by Katsutoshi Nishimoto as a versatile base for expression, or simply your definitive everyday t-shirt. Available now in [Color] and [Color]. Shop via link in bio. #CommonBase #BlankBody #MadeInJapanQuality #EssentialWear #NishimotoIsTheMouth
• •Website Banner (Highlighting a Curated Brand): [Brand Name]: A Dialogue in Design. Discover the latest collection, where innovative tailoring meets timeless silhouettes. Selected for COMMON BASE. Explore [Brand Name].
• •Product Description (COMMON BASE Sweatshirt): COMMON BASE Heavyweight Sweatshirt. Constructed with 15.4oz open-end cotton fleece, this piece offers substantial warmth and a resilient hand-feel that softens with wear. Featuring considered details like discreet seam pockets and a silhouette that balances modern proportions with classic comfort. A reliable staple, built to last. Directed by Katsutoshi Nishimoto. Materials: 100% Cotton. Made in China. [Link to size guide]
• •Email Newsletter Snippet (Announcing Artist Collaboration): COMMON BASE Presents: [Artist Name]. We are honored to announce our latest collaboration, featuring exclusive works by [Artist Name] on our signature blank bodies. Explore the collection – a meeting of canvas and creativity. Launching [Date] in-store and online. #CommonBaseGallery #ArtistSupport #WearableArt
• •"About Us" Snippet (Refined): COMMON BASE is a Tokyo-based select store and creative platform, established in 2019. We offer a curated selection of contemporary fashion alongside our own line of enduring essentials. Our philosophy is rooted in providing a 'common base' – a foundation of quality and design that supports both individual style and artistic expression. Discover brands, support artists, and find your new standards with us.