Brand Tone

Elegant & Sophisticated, Passionate & Artisanal, Confident & Assertive, Timeless & Enduring

Brand Values

• •Craftsmanship & Quality
• •Comfort & Style
• •Timeless Design
• •Heritage & Tradition
• •Attention to Detail

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Go beyond just tone; define your brand's personality, character, and the specific language (words to use/avoid) that reflects your values of elegance, craftsmanship, and timelessness. This should be the single source of truth for all communications.
• •Maintain Consistency Across All Channels: Ensure that the elegant, passionate, and confident tone is reflected uniformly across the website, all social media platforms (posts, bios, responses), email marketing, and even customer service interactions.
• •Focus on Storytelling: Continue to weave the narrative of heritage, craftsmanship, the journey for quality materials, and the "queen" concept into your copy. Stories about the artisans or the design inspiration can reinforce brand values.
• •Use Evocative and Sensory Language: Employ words that appeal to the senses and emotions, highlighting the luxurious feel of the leather, the comfort of the design, and the confidence the shoes inspire. Words like "exquisite," "perfection," "passion," "handcrafted" are good examples.
• •Train and Empower Your Team (Especially Customer Service): While the brand projects luxury, the customer service experience reported by some users undermines this. Ensure that all team members who communicate with customers understand and embody the brand's tone and values. If the tone is "elegant" and "caring" (like a queen would treat her subjects), customer service interactions must reflect this, even when dealing with complaints. Prompt, respectful, and solution-oriented communication is key to aligning perception with the brand's aspirational image.

Social Perception

Positive (Product Quality & Design), Negative (Customer Service & Sizing), Aspirational

Copy Examples

• •Cwén: Where timeless elegance meets modern soul. Step into a world of exquisite craftsmanship. Each pair of Cwén shoes is a testament to passion, designed in London with the finest Italian leather and handcrafted in Portugal by artisans who share our obsession for perfection. Walk with confidence, walk in Cwén. #HandcraftedLuxury #TimelessStyle
• •More Than Shoes. A Statement. Your shoes tell a story. Let yours speak of unparalleled quality, enduring style, and the heart of artisan tradition. Cwén combines classic design with contemporary comfort, creating footwear that’s as unique as you are. Discover the Cwén difference. #QueenInCwén #ArtisanFootwear
• •The Soul of the Shoe: Crafted for Queens. At Cwén, we believe true luxury lies in the details. From anatomically perfected lasts to the delicate touch of human hands, every stitch is a promise of comfort and elegance. Experience footwear designed to make you feel as good as you look. #MadeInPortugal #ItalianLeather #CwénComfort
• •Beyond the Catwalk. Beyond Trends. This is Cwén. Tired of fleeting fashions? Cwén offers a collection of handcrafted shoes designed to be cherished for years. We blend heritage techniques with sophisticated London design to bring you enduring style and uncompromising quality. #SlowFashion #InvestmentPiece #CwénShoes
• •Feel the Passion. Wear the Craft. It begins with an idea, a sketch, a passion for the perfect shoe. It comes to life with the finest materials and the hands of master craftsmen. Cwén invites you to experience footwear where every detail matters and every step is a statement. #DesignedInLondon #CraftedWithPassion #StyleAndSubstance