Brand Tone

Sophisticated & Artistic, Understated & Elegant, Respectful & Authentic, Conscious & Purposeful, Minimalist & Soulful

Brand Values

• •Craftsmanship & Heritage
• •Contemporary Relevance
• •Quality & Timelessness
• •Ethical & Conscious Production
• •Individuality & Authenticity
• •Innovation
• •Understated Luxury

Best Practices

• •Emphasize Artistry and Craftsmanship: Always highlight the handmade nature, the artisanal techniques (e.g., 'dot kantha', shibori, block printing), and the skill involved. Use descriptive language that evokes the texture, detail, and beauty of the crafts.
• •Maintain a Sophisticated and Thoughtful Voice: Avoid overly casual slang or hype. Use articulate language that reflects the brand's intellectual and artistic underpinnings. Discuss inspirations (nature, art, culture) where appropriate.
• •Subtly Weave in Values: Integrate keywords and phrases related to "slow fashion," "ethical practices," "conscious creation," "timeless design," and "heritage" naturally into the narrative rather than as standalone buzzwords.
• •Focus on Understated Elegance and Individuality: The copy should convey a sense of quiet confidence and refined taste. Speak to the wearer's desire for unique, meaningful pieces that express individuality rather than simply following trends.
• •Ensure Visual and Textual Harmony: The tone of the copy should align with the visual aesthetic of the brand (minimalist, artistic, high-quality imagery). This consistency across all touchpoints reinforces the brand identity.

Social Perception

Respected Designer Label, Appeals to a Discerning Clientele, Associated with Quality and Craftsmanship, Ethically Minded, Intellectual and Artistic, Quiet rather than Loud

Copy Examples

• •Headline: The Soul of Craft, The Spirit of Now. Body: Discover Divyam Mehta – where ancient Indian artistry is reborn in contemporary silhouettes. Each piece, a dialogue between heritage and the hereafter, meticulously handcrafted for the discerning individual. Experience timeless elegance, consciously created.
• •Headline: Beyond Fleeting Trends: Enduring Style, Woven with Integrity. Body: At Divyam Mehta, we believe in fashion that tells a story. Our collections are an ode to indigenous textiles and artisanal skill, designed for longevity and understated luxury. Embrace clothing with cultural pride and a quiet, avant-garde edge.
• •Headline: Imperfection as Art. Minimalism as Language. Body: Inspired by the emotive quality of nature and the beauty of the 'wabi' aesthetic, Divyam Mehta explores the art of handcrafted imperfection. Our garments, featuring techniques like 'dot kantha' and innovative shibori, are for those who seek soulful minimalism and purposeful design.
• •Headline: Consciously Crafted. Collectibly Cherished. Body: Each Divyam Mehta creation is a testament to slow fashion and ethical craftsmanship. We work intimately with master artisans, pushing the boundaries of traditional techniques to bring you apparel that is both rare and relevant. Invest in pieces that resonate with meaning and artistry.
• •Headline: For the Modern Man Who Carries Heritage in His Stride. Body: Divyam Mehta menswear reimagines classic forms through the lens of Indian craft. Tailored yet relaxed, our pieces blend global sensibilities with a deep-rooted desire for cultural connection. Find your unique expression in garments that are both timeless and contemporary.