Brand Tone

Authentic, Proudly Local, Quality-Conscious, Craft-Oriented, Timeless, Classic, Customer-Focused, Appreciative, Heritage-Rich

Brand Values

• •Quality Craftsmanship
• •Comfort & Durability
• •Local Support & Community
• •Authenticity & Heritage
• •Timeless Style
• •Customer Satisfaction

Best Practices

• •Embrace "Proudly South African" Authenticity: Always weave in the brand's roots. Use language that reflects South African heritage where appropriate (e.g., "vellies," local place names if relevant to a specific product story) and consistently highlight the "Made in Cape Town" aspect.
• •Prioritize Quality & Craftsmanship in Language: Use descriptive words that evoke the feel and durability of leather (e.g., "full-grain," "handcrafted," "meticulously stitched," "supple," "enduring"). Explain the benefits of these qualities – comfort, longevity.
• •Maintain a Warm, Appreciative, and Professional Voice: When interacting with customers (comments, DMs, reviews), be consistently polite, helpful, and express gratitude. Even when addressing concerns, maintain a respectful and solution-oriented tone.
• •Focus on Timelessness over Trends: Avoid overly trendy slang or short-lived buzzwords. The language should reflect the enduring nature of the products – classic, lasting, and stylish across seasons.
• •Show, Don't Just Tell, Through Customer Stories: Regularly incorporate genuine customer testimonials and user-generated content. This reinforces the brand's values (comfort, quality, style) authentically and builds community trust. Ensure the language introducing these stories aligns with the appreciative and customer-focused tone.

Social Perception

Positive, Valued for Local Production, Good Value for Money, Reputable & Established

Copy Examples

• •Headline: Step Into 35 Years of Cape Town Craftsmanship. Body: Our leather Veldskoen aren't just shoes; they're a South African tradition, handcrafted for comfort that lasts a lifetime. Feel the difference quality leather and local passion make. #FreestyleSA #HandcraftedLeather #ProudlySouthAfrican
• •Headline: Built for Your Adventures. Styled for Your Life. Body: From city strolls to Karoo trails, our full-grain leather boots offer timeless style and unwavering comfort. Discover footwear that’s as resilient and ready as you are. #FreestyleBoots #LeatherAdventures #MadeToLast
• •Headline: The Softest Welcome Your Feet Will Ever Get. Body: Experience the immediate comfort of Freestyle. Our handcrafted leather shoes are made to be loved from the very first wear – no breaking in required. Just pure, blissful comfort. #ComfortFirst #LeatherLove #CapeTownMade
• •Headline: More Than a Bag. It's a Handcrafted Companion. Body: Carry a piece of South African artistry. Our leather bags are designed for life and meticulously crafted by local hands, blending timeless elegance with everyday practicality. #FreestyleBags #LocalArtisans #EverydayLuxury
• •Headline: Real People, Real Comfort. Hear Their Stories. Body: "Love my Freestyle boots! Comfort, quality and style made in Cape Town. What a win." - [Customer Name/Initial]. We're more than just shoemakers; we're a community built on shared values of quality and local pride. Thank you for walking this journey with us! #FreestyleFamily #CustomerLove #SouthAfricanStyle