Brand Tone

Sophisticated, Minimalist, Confident, Understated

Brand Values

• •Quality
• •Simplicity
• •Timelessness
• •Ethical Production

Best Practices

• •Always anchor the copy in tangible benefits like material weight (GSM), fabric type (Supima cotton), or fit. This reinforces the primary brand value.
• •Use a lexicon that reflects the premium nature of the brand. Words like "elevated," "essential," "crafted," "considered," and "foundation" align with the sophisticated tone.
• •Frame products as long-term investments rather than seasonal purchases. Use phrases like "timeless design," "built to last," and "beyond the trend."
• •The minimalist aesthetic should extend to the language. Use clear, direct, and declarative sentences. The tone should be self-assured, reflecting confidence in the product's superior quality.
• •Every piece of copy must complement the clean, high-quality, and neutral-toned visuals. The text should add a layer of substance to the aesthetic, not distract from it.

Social Perception

Premium, Trustworthy, Niche

Copy Examples

• •The definitive hoodie. Crafted from 270GSM fleece for a structured drape and superior comfort. This isn’t just another layer; it’s a foundational piece for your modern wardrobe. The New Standard has arrived.
• •Build a wardrobe that lasts. Our essentials are designed with timeless style and ethical production at their core. Choose quality over quantity. Choose EN ROIS.
• •Beyond the Trend. Discover foundational pieces designed with precision and crafted from the world's finest materials. Welcome to EN ROIS.
• •Subject: Simplicity, Perfected. Inside, explore our latest collection of modern essentials. Each piece is a testament to our belief that true luxury lies in quality that endures. Redefine your basics with EN ROIS.
• •One t-shirt, endless potential. Our signature heavyweight tee is the ultimate foundation for any look. How would you style yours? #enrois #minimalstyle #capsulewardrobe #styletips