Brand Tone

Authentic & Cultural, Contemporary & Cool, Community-Focused & Inclusive, Inspirational & Empowering, Bold & Expressive

Brand Values

• •Heritage & Identity: Celebrating and educating about African culture and the diaspora.
• •Community & Unity: Building and nurturing a global community, fostering a sense of belonging, and uniting people across borders.
• •Creativity & Artistry: Expressing values through inventive concepts, strong visuals, and unique designs that often fuse traditional African art with contemporary style.
• •Inclusivity: Focusing on the inclusivity of diverse backgrounds, abilities, and skills, and promoting respect for all individuals.
• •Giving Back & Empowerment: Actively investing in communities, supporting young creatives (especially within Africa and the African diaspora), and using their platform to champion causes.
• •Authenticity: Staying true to their roots and initial vision, even as the brand grows.

Best Practices

• •Root in Heritage: Always connect back to the core inspiration of African culture and diaspora stories. Use language that evokes this richness and authenticity respectfully.
• •Emphasize Community: Use inclusive language ("we," "us," "our community"). Highlight collaborations and the collective spirit. Frame products not just as items to buy, but as pieces that connect the wearer to a larger, like-minded group.
• •Speak with Confidence and Cool: Maintain a contemporary, fashion-forward voice. Use clear, concise, and sometimes bold language that resonates with a youthful, globally-aware audience.
• •Tell Authentic Stories: Go beyond product descriptions. Share the inspiration behind collections, the stories of artisans you collaborate with, or the impact of community initiatives. Transparency builds trust.
• •Be Visually and Verbally Cohesive: Ensure the tone of the copy aligns with the visual aesthetics of the campaigns and products. If the visuals are bold and vibrant, the copy should reflect that energy. If a collection is more introspective, the copy can be more reflective while still maintaining the brand's core confidence.

Social Perception

Seen as a unique and authentic brand that successfully blends African heritage with modern streetwear. Respected for its commitment to community, storytelling, and cultural representation.

Copy Examples

• •Headline: Beyond Threads: Weaving Our Heritage into Every Stitch. Body: Daily Paper is more than fashion. It's a dialogue, a celebration of African roots reimagined for the modern world. Discover collections that tell a story, your story. #DailyPaper #AfricanHeritage #ContemporaryDesign
• •Headline: Unite in Style. Create with Us. Body: We believe in the power of community. Our latest collection is inspired by the vibrant energy of global collectives, designed for individuals who champion creativity and connection. Join the movement. #DailyPaperUnite #CommunityCulture #Streetwear
• •Headline: The Rhythm of Now. Inspired by Forever. Body: Drawing from the timeless aesthetics of the African continent, our new line pulses with contemporary life. Bold patterns, refined silhouettes – designed to empower your unique expression. Find your rhythm. #DailyPaperWorldwide #Afrofuturism #ModernNomad
• •Headline: Crafted with Purpose. Worn with Pride. Body: Each Daily Paper piece is a testament to our journey – a fusion of culture, art, and a commitment to uplift. Wear it as a symbol of your story, your strength, your identity. #DailyPaperJourney #FashionWithMeaning #IdentitiesRebuilt
• •Headline: More Than A Label. A Legacy in the Making. Body: From a blog shared between friends to a global voice for the youth. We build bridges through design, inspire through action, and celebrate the diaspora. Be part of our story. #DailyPaperLegacy #InspireCreativity #GiveBack