Brand Tone

aspirational, sophisticated, elegant, and classic

Brand Values

• •Elegance and Sophistication: The primary value conveyed through all visuals and text.
• •Timeless Style: Promoting a classic aesthetic ("Old Money") that transcends fleeting trends.
• •Quality: Emphasizing premium materials and impeccable finishing in their product descriptions (e.g., "Couro de alta qualidade," "acabamento impecável").
• •Accessibility of Luxury: Offering the "Old Money" style with a claim of good value ("Todo mundo merece se vestir com elegância. Nós ajudamos você a elevar seu estilo com a moda Old Money, sem pagar a mais por isso").
• •Aspiration & Transformation: Helping customers elevate their style and embody a more refined image.

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key vocabulary (e.g., "elegance," "sophistication," "timeless," "classic," "refined"), a "do and don't" list for language, and the overall feeling the copy should evoke (e.g., aspirational, confident, understated luxury).
• •Focus on "Timelessness" over "Trends": Ensure that copy emphasizes the enduring nature of the style, avoiding contemporary slang or overly casual language that might quickly date the brand or contradict the "Old Money" ethos.
• •Use Evocative and Aspirational Language: Paint a picture of the lifestyle and confidence that comes with wearing Rest Money clothing. Focus on the feeling and status a customer gains, not just the product features.
• •Maintain Sophistication Across All Touchpoints: From website copy and product descriptions to social media captions, email newsletters, and even customer service responses, the sophisticated and elegant tone must be consistent.
• •Emphasize Quality and Craftsmanship: While aspiring to an aesthetic, the copy should also subtly reinforce the quality of the materials and the care in design, justifying the "investment" in their pieces.

Social Perception

The perception Rest Money aims to cultivate is one of being a go-to source for achieving an elegant, classic, and sophisticated look associated with the "Old Money" subculture in Brazil.

Copy Examples

• •Headline (Website Banner/Social Media): "Rest Money: Timeless Elegance, Redefined. Discover the art of enduring style."
• •Product Description (e.g., for a classic blazer): "Crafted for the discerning individual, our Signature Blazer is more than an garment—it's an statement. Experience the perfect blend of classic tailoring and modern sophistication, designed to elevate your presence in any room."
• •Instagram Caption: "Embrace the legacy of style. Our latest collection channels the enduring allure of 'Old Money' sophistication. Shop the look and invest in timelessness. #RestMoney #OldMoneyStyle #EleganciaAtemporal #ModaMasculina #ModaFeminina"
• •Email Subject Line: "Unlock a World of Sophistication with Rest Money"
• •About Us Snippet: "At Rest Money, we believe true style is eternal. We are dedicated to bringing the refined elegance of the 'Old Money' aesthetic to your wardrobe, offering meticulously curated pieces that speak of quality and timeless appeal. Join us in celebrating a legacy of sophistication."