Brand Tone

Sophisticated & Refined, Minimalist & Direct, Confident & Assured, Understated, Detail-Oriented

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Elegance in Simplicity
• •Attention to Detail
• •Conscious Consumption (often implied)
• •Modernity

Best Practices

• •Develop a Brand Voice Guide: Clearly document the brand's tone attributes (e.g., sophisticated, minimalist, confident), preferred vocabulary, and things to avoid (e.g., overly casual language, hype, clichés). Share this with anyone creating content.
• •Prioritize Clarity and Conciseness: Reflect the minimalist aesthetic in the language. Get straight to the point, using strong verbs and avoiding jargon or overly complex sentences.
• •Emphasize Quality and Detail: Consistently highlight the premium materials, meticulous craftsmanship, and thoughtful design elements in product descriptions, social media, and all communications. Be specific.
• •Maintain Visual and Textual Harmony: Ensure the copy complements the clean, high-quality imagery used across all platforms. The words should evoke the same feeling as the visuals.
• •Speak to the Discerning Customer: Address an audience that values quality over quantity, timeless style over fleeting trends, and appreciates understated elegance. Use language that resonates with their desire for refined and durable goods.

Social Perception

High-Quality & Premium, Stylish & Fashion-Forward (in an understated way), Trustworthy, Aspirational yet Attainable, Good Investment

Copy Examples

• •The LT 01. An icon of understated luxury. Crafted from the finest Italian Nappa leather, this essential silhouette is designed for enduring style and exceptional comfort. Experience meticulous construction in every stitch, a testament to our commitment to timeless design.
• •Engineered for the everyday. Designed for a lifetime. Discover the intersection of refined aesthetics and uncompromising quality. #ETQAmsterdam #MinimalistStyle #LuxuryEssentials
• •New Arrivals: The Evolution of Essential.
• •Beyond Trends. Beyond Seasons. ETQ Amsterdam – Defining Modern Wardrobe Essentials.
• •At ETQ Amsterdam, we believe in the power of simplicity. We strip away the unnecessary to focus on what truly matters: exceptional materials, thoughtful design, and impeccable craftsmanship. Our pieces are created to be timeless companions in your journey.