Brand Tone

Minimalist, precise, sophisticated, and subtly technical.

Brand Values

• •Minimalism
• •Design Integrity
• •Precision & Quality
• •User Experience
• •Protection (minimalist scope)

Best Practices

• •Highlight Design and Precision: Talk about the intentionality behind the design – the precise cutouts, the ridge around the camera, the choice of materials – to reinforce the value of a thoughtfully engineered minimalist product.
• •Emphasize the 'barely there' feel and how it complements the phone's design.
• •Acknowledge the limitations of drop protection while highlighting scratch and minor bump resistance.
• •Use clear and concise language, avoiding jargon.
• •Showcase the precision crafting of cases.

Social Perception

A brand that values minimalist design, precision, and a user experience that enhances the original aesthetic of the iPhone. Perceived as a premium, subtle, and sophisticated choice for those who appreciate design integrity and protection from scratches, although not necessarily heavy drops.

Copy Examples

• •Veil: The Original Ultra-Thin iPhone Case. Experience protection without the bulk.
• •Designed to disappear. Engineered to protect. Veil is the minimalist case for the modern iPhone.
• •Precision crafted to .35mm, Veil preserves the original form of your iPhone.
• •Don't compromise design for protection. With Veil, you get both.
• •Scratch protection, minimalist design. The essential case for your iPhone.