Brand Tone

Sophisticated & Artistic, Confident & Unapologetic, Rebellious & Non-Conformist, Minimalist & Direct, Intellectual & Evocative, Authentic & Personal

Brand Values

• •Individuality & Autonomy
• •Artistic Expression & Vision
• •Timelessness & Longevity
• •Quality Craftsmanship & Materials
• •Non-Conformity & (Post-)Feminism
• •Empowerment
• •The Power of Black
• •Sustainability (Aspired & Practiced)
• •Authenticity & Integrity

Best Practices

• •Embrace the Monochromatic Soul: Let the depth and versatility of black inspire the language. Use strong, evocative words that convey elegance, strength, and mystery rather than overt colorfulness.
• •Speak to the Individual: Address the audience as intelligent, autonomous individuals. Focus on empowerment, self-expression, and the wearer's personal journey with the clothing.
• •Elevate with Artistic Language: Incorporate metaphors, poetic phrasing, and conceptual ideas that reflect the brand's connection to art and design. Avoid overly casual slang or fleeting internet jargon.
• •Maintain Unapologetic Confidence: The copy should reflect the brand's strong, unwavering vision. Be direct and assured in statements about style, philosophy, and the rejection of mainstream trends.
• •Integrate the Designer's Narrative: Weave in elements of Esther Perbandt's personal journey, her Berlin roots, and her artistic philosophy to maintain authenticity and connect with the audience on a deeper level.

Social Perception

Avant-Garde & Niche, "Queen of Black", Berlin-Centric but Internationally Recognized, High Quality & Investment Pieces, For the Confident Individualist, Intellectual & Artistic, Resilient & Authentic, Interdisciplinary

Copy Examples

• •Sculpted from darkness, the ANIMA Jacket is an extension of self. Not a garment, but an armour for the urban individualist. Discover its form, its story. #estherperbandt #ArtOfBlack
• •esther perbandt: We don't follow. We define. Crafting monochromatic narratives for those who find their color in the infinite shades of black. Embrace your autonomy. #Individuality #TimelessFashion
• •The new collection, 'Resonance,' is here. An exploration of silence and strength, designed for the eternal non-conformist. Experience the poetry of form. [Link to collection] #AvantGarde #BerlinDesign
• •Beyond trends, there is identity. Join the esther perbandt universe – a space for visionaries, for the unapologetically authentic. Share your #PerbandtPersona. #BeTheArt
• •Crafted with intent, designed to endure. Our commitment to black is a commitment to timelessness, a stand against the ephemeral. Wear your values. [Link to sustainability page] #SlowFashion #MadeInEurope