Brand Tone

Sophisticated, Empowering, and Edgy

Brand Values

• •Aesthetic Duality
• •Self-Expression and Empowerment
• •Timelessness and Originality
• •Future-Oriented and Sustainable

Best Practices

• •Use an Empowering Vocabulary: Consistently use strong, evocative words like "aesthetics," "empower," "unapologetic," "narrative," "re-frame," and "spirit." This reinforces the brand's core values of self-expression and strength.
• •Focus on "The Why," Not Just "The What": Instead of simply describing a garment's features (e.g., "a black dress with a zipper"), explain the philosophy behind it (e.g., "A silhouette that balances soft materials with the hard edge of a metallic zip, designed for the modern woman's complex identity").
• •Maintain a Sophisticated & Artistic Tone: Avoid slang, overly casual emojis, or generic marketing phrases. The voice should always be elevated and confident, reflecting the premium nature of the products and the artistic vision of the designers.
• •Emphasize Duality and Contrast: Regularly incorporate the core concept of balancing opposites. Use phrases like "simple yet complex," "traditional but modern," "strong yet soft" to build a consistent and recognizable brand narrative across all platforms.
• •Speak to the "Independent Individual": Address the customer as a discerning, free-thinking person. Frame the clothing as a choice she makes to express her true self, not to follow a fleeting trend. This builds a community around shared values rather than just shared aesthetics.

Social Perception

ESIÓ is perceived as a high-quality, design-focused brand for fashion-forward, mature, and style-conscious individuals. It is seen as a premium, 'investment piece' brand that fosters authenticity and passion through direct engagement, appealing to free and independent individuals who use fashion for self-expression.

Copy Examples

• •My Aesthetics. Introducing the Autumn collection, where structured tailoring meets fluid silhouettes. For the woman who finds beauty in the contrast and power in her presence. This is not just clothing; it is the art of you.
• •Tradition, re-framed. We stripped the sukajan to its essence and rebuilt it with artisanal fabric techniques. A timeless form with a modern spirit. Wear your story, unapologetically.
• •Balance simplicity and complexity. A single piece, styled for every facet of your life. The Edge Forme Zip Hoodie is your armor for the everyday. Own your narrative.
• •Meet ESIÓ. Experience the collection in person and discover the philosophy behind each design. Find your next 'weapon'—a piece that lets you outshine. Shinjuku LUMINE, June 9-22.
• •The Front ZIP Dress: A study in duality. Soft, flowing lines are met with the bold structure of a zip-up detail. Designed for every special moment in your life, empowering you to create your own definition of elegance.