Brand Tone

Artisanal & Authentic, Minimalist & Refined, Considered & Intentional, Quietly Confident, Philosophical & Evocative

Brand Values

• •Craftsmanship
• •Quality
• •Sustainability
• •Timeless Design
• •Integrity & Transparency
• •Individuality

Best Practices

• •Prioritize Substance and Simplicity: Avoid hyperbole, jargon, or overly trendy language. Let the quality of the product and the thoughtfulness of the process be the focus. Use clear, concise, and elegant language.
• •Emphasize "Hand" and "Natural": Consistently weave in terms related to craftsmanship ("hand-sewn," "hand-lasted," "artisan") and natural materials ("vegetable-tanned leather," "natural crepe," "bamboo shank") to reinforce core values.
• •Tell Stories of Longevity and Evolution: Frame the products not as static items, but as companions that develop character over time. Highlight the repair program and the durable construction methods that enable this longevity.
• •Speak to an Educated Consumer: Assume your audience appreciates quality, understands (or is willing to learn about) construction techniques, and values sustainability. Provide details that appeal to this discernment.
• •Maintain Visual and Verbal Harmony: Ensure the copy complements the minimalist, artistic, and high-quality visual identity. The tone of the words should match the tone of the images – refined, considered, and authentic.

Social Perception

High-Quality & Durable, Unique & Stylish, Ethical & Sustainable, Niche & Exclusive, Artistic & Considered

Copy Examples

• •Headline: The Soul of the Artisan. The Strength of Nature. Body: Each pair of FEIT shoes is born from hand, shaped by natural materials, and designed to walk with you through time. Discover the difference that true craftsmanship makes.
• •Headline: Built by Hand. Designed for Life. Body: We believe in fewer, better things. Our hand-sewn Goodyear welted footwear is a testament to this philosophy – a commitment to quality that endures, season after season.
• •Headline: Nature's Finest, Shaped with Intention. Body: Vegetable-tanned leathers that breathe. Natural rubber soles that connect you to the earth. Experience footwear that’s as considered as it is comfortable.
• •Headline: Beyond the Season. Beyond the Trend. Body: FEIT is an investment in enduring style and sustainable practice. Shoes designed not just to be worn, but to evolve with you, gathering character with every step.
• •Headline: The Quiet Mark of Quality. Body: In a world of noise, we pursue a different path. One where the integrity of materials and the skill of the hand speak volumes. Feel the FEIT difference.