Brand Tone

Stylish & Trendy, Approachable & Friendly, Conscious & Responsible, Value-Oriented, Confident & Playful

Brand Values

• •Quality
• •Danish Design
• •Sustainability
• •Customer Satisfaction
• •Accessibility/Affordability

Best Practices

• •Lead with Danish Design & Style: Always infuse the copy with the sophistication and minimalist appeal associated with Danish design. Use words like "sleek," "modern," "minimalist," "crafted," "timeless," and "stylish."
• •Emphasize Sustainability Authentically: Clearly communicate the use of recycled materials and eco-friendly initiatives like tree planting. Avoid greenwashing by being specific and genuine. Use phrases like "consciously crafted," "eco-friendly choice," "recycled materials," and "planet-friendly."
• •Maintain an Approachable & Upbeat Voice: Keep the language friendly, positive, and engaging, especially on social media. Use contractions and a slightly informal tone where appropriate for the platform, while still sounding professional. Examples: "Your new faves," "Look good, feel good."
• •Highlight Value & Quality Consistently: Remind customers they are getting high-quality, durable, and protective eyewear at a fair price. Reinforce "UV400 protection," "handmade quality," and "affordable luxury."
• •Incorporate a Playful Confidence (Danish "Hygge" with an Edge): Inject personality with confident and slightly playful statements that reflect the brand's "hottest" and "coolest" self-description, but always back it up with tangible benefits and quality. Balance this with a sense of warmth and trustworthiness.

Social Perception

Positive Customer Experiences, Stylish and Modern, Trustworthy, Eco-Aware

Copy Examples

• •Headline: Danish Design. Sun-Ready Style. Consciously Crafted. Body: Explore Shadely.dk – where iconic Danish design meets sustainable innovation. Find your perfect pair of handmade sunglasses, offering 100% UV400 protection and crafted with recycled materials. Look good, feel good, do good. #ShadelyStyle #SustainableSunnies
• •Headline: Hot Styles. Cool Prices. Seriously Sustainable. Body: Why choose between looking great, saving money, and protecting the planet? At Shadely.dk, you get all three. Discover (probably) Denmark's coolest sunglasses, fast delivery, and our promise to plant a tree for every pair sold. Your new favorites are waiting!
• •Headline: See The Good. Wear The Good. Body: Our latest collection of UV400 protected sunglasses has just dropped! Experience the perfect blend of handmade quality and Danish design, all while supporting sustainable practices. Fast shipping and easy returns – because loving your shades should be simple. #ShadelyDK #DanishDesign
• •Headline: Your Everyday Adventure, Elevated. Body: From city streets to sun-drenched beaches, Shadely sunglasses are your perfect companion. Designed in Denmark for ultimate style and comfort, featuring sustainable materials because we care about your view, and the world's. Shop now and enjoy free shipping!
• •Headline: Don't Just Follow Trends. Set Them. Sustainably. Body: Make a statement with Shadely.dk. Our collection of unique, handcrafted sunglasses combines bold Danish design with eco-friendly materials. Get ready for compliments and feel great knowing you've made a conscious choice. UV400 protection comes standard.