Brand Tone

Quietly Confident & Understated, Detail-Oriented & Fastidious, Approachable & Democratic, Refined & Modern, Thoughtful & Considered, Authentic & Genuine

Brand Values

• •Quality Craftsmanship
• •Attention to Detail
• •Timeless Style (Style without Drama)
• •Modernity & British Sensibility
• •Inclusivity & Approachability
• •Creativity & Collaboration
• •Evolution & Progress
• •Sustainability (Emerging Value)

Best Practices

• •Emphasize "Quiet Elegance" and "Subtle Detail": Avoid hyperbole and overt "look at me" language. Focus on the intrinsic quality and thoughtful design elements that define the brand. Let the product's craftsmanship speak.
• •Use an Approachable yet Refined Vocabulary: The language should be intelligent and appreciative of design, but not exclusionary or overly technical. It should feel welcoming, reflecting the "Folk for everyone" ethos.
• •Highlight Quality and Longevity: Stress the well-made nature of the garments, the quality of materials, and the idea that these are pieces to be worn and cherished for years, not just a single season.
• •Tell Stories of Craftsmanship and Inspiration: Briefly touch upon the design process, the origin of materials (where positive and verifiable), or the inspiration behind collections (like the "Slow Down" theme for AW24) to add depth and connect with customers on a more thoughtful level.
• •Maintain a Consistent Understated Confidence: The tone should be self-assured in its commitment to quality and design, without being arrogant. It's a quiet confidence that comes from knowing the product's worth.

Social Perception

Positive Perception for Quality and Design, Loyal Customer Base, Seen as a Contemporary, Understated Luxury Label, Mixed Customer Service/Quality Control Experiences, Appreciation for Subtle Detailing, Association with Creative and Design-Led Fields

Copy Examples

• •Headline: Crafted for Life. Worn Your Way. Body: Discover pieces that blend seamlessly into your world. At Folk, we believe in quiet elegance and enduring quality, with subtle details that speak volumes. Style that’s uniquely yours, made to last.
• •Headline: The Art of Simplicity. The Science of Detail. Body: We obsess over every stitch, every fabric, every finish. Because true style isn’t about shouting; it’s about the confidence that comes from considered design and impeccable craftsmanship. Experience Folk.
• •Headline: Beyond the Season. Beyond the Trend. Body: Folk is designed for those who appreciate longevity over fleeting fashion. Modern essentials, rich in texture and character, that evolve with you. Clothing with a story, waiting for yours to unfold.
• •Headline: For the Quietly Confident. Body: No drama, just impeccably designed clothing that feels as good as it looks. Our focus is on exclusive fabrics and thoughtful details that make each piece a subtle statement. This is Folk – understated style, for everyday stories.
• •Headline: Detail by Detail. Design for Folk. Body: From the crushed coconut shell buttons to the perfect pocket lining, we believe the beauty of a garment lies in its considered details. Explore our latest collection of modern British design, created with passion and precision.