Brand Tone

Edgy & Avant-Garde, Confident & Assertive, Minimalist, Sophisticated & High-Quality, Exclusive & Niche

Brand Values

• •Connection
• •Originality & Uniqueness
• •Quality & Craftsmanship
• •Global Perspective
• •Customer-Centricity
• •Breaking Barriers

Best Practices

• •Develop a Brand Voice Chart: Clearly define adjectives that describe your brand's personality (e.g., "Edgy," "Minimalist," "Confident," "Innovative," "Urban"). Provide "This, Not That" examples (e.g., "Confident, not Arrogant"; "Edgy, not Aggressive"). This ensures everyone writing for the brand is aligned.
• •Prioritize Visual-Text Congruence: Ensure that the tone of the copy always matches the mood and style of the visuals. For CONNECTED, the dark, futuristic imagery should be paired with copy that is equally sleek, modern, and perhaps a little enigmatic.
• •Use a Consistent Lexicon: Identify keywords and phrases that are strongly associated with the brand (e.g., "Made in Tokyo," "Connection," "Futuristic," "Urban," specific collection names or technical terms if applicable). Use them regularly but naturally. Avoid jargon that alienates, but embrace terms that resonate with the target niche.
• •Less is More (for CONNECTED): Given their current style, concise and impactful statements are often more effective than long, overly descriptive paragraphs. Let the quality of the products and the strength of the visuals do much of the talking. Focus on evocative language.
• •Maintain Authenticity to Tokyo Roots: While having a global vision, continuously and subtly weave in the brand's origin. This can be through language (occasional, well-placed Japanese terms if appropriate for the audience), references to Tokyo's culture (in a way that aligns with the brand's edgy aesthetic), or consistent emphasis on "Made in Tokyo" craftsmanship. This reinforces uniqueness and perceived quality.

Social Perception

Niche, high-quality, and fashion-forward Japanese streetwear brand with a distinct, edgy, and futuristic aesthetic. The "Made in Tokyo" aspect likely adds to a perception of authenticity and quality for those interested in Japanese streetwear. Appeals to individuals who are confident in their style, appreciate unique designs, and are potentially part of or interested in subcultures like techwear, cyberpunk, or avant-garde fashion.

Copy Examples

• •Kairos Collection. Define your reality. Crafted in Tokyo. Available now. #ConnectedTokyo #JapaneseStreetwear #Techwear #MadeInTokyo
• •CONNECTED TOKYO: Uncompromising design. Global vision. Experience the future of streetwear.
• •Beyond trends. Beyond borders. CONNECTED Tokyo delivers meticulously crafted streetwear, born from the intersection of tradition and futurism. Discover the new collection.
• •The 'Yurei' Shell Jacket. Engineered for the urban landscape. Articulated fit, weatherproof construction, and signature CONNECTED detailing. Each stitch, a statement. Made in Tokyo.
• •We don't follow. We create. We connect. This is CONNECTED Tokyo. #Streetwear #Artisan #TokyoFashion