Tono de Marca

Serious, Activist, Provocative, and Reflective.

Valores de Marca

• •Peace
• •Activism
• •Sustainability
• •Responsibility
• •Anti-War

Mejores Prácticas

• •Lead with the "Why": Every piece of copy, from a product description to a tweet, should connect back to the core mission of peace and activism. Start with the message, then the product.
• •Use a Direct and Unapologetic Voice: Avoid weak or hesitant language. Use strong verbs and declarative sentences. The tone should be confident and assertive, reflecting the conviction of the brand's values.
• •Educate, Don't Just Sell: Use copy to inform the audience about the issues the brand stands for, the stories behind the products (like the 'disarming' process), and the impact of their purchases. This builds a deeper connection than a simple sales pitch.
• •Maintain Visual and Textual Harmony: The stark, minimalist, and often monochromatic visuals on Instagram should be matched by concise, powerful, and impactful text. The aesthetic is serious, and the copy should reflect that.
• •Be Consistent Across All Platforms: The voice on the website's "About" page should feel the same as the voice in an Instagram caption or a YouTube video description. Create a simple brand voice guide that outlines key messaging pillars, approved terminology (e.g., 'disarming'), and the overall mission to ensure every team member communicates with a unified voice.

Percepción Social

The public and customer perception of FRIEDEN is that of a "niche" and "purpose-driven" brand. Customers who purchase from FRIEDEN are likely doing so to make a statement and align themselves with the brand's values. They are seen as more than just a clothing company; they are a movement. The brand attracts a consumer who is politically engaged, ethically conscious, and values authenticity and transparency. The perception is that of a credible and sincere advocate for peace and social justice, using fashion as its megaphone.

Ejemplos de Copy

• •Headline: More Than Fabric. A Statement. Body: Our F/W23 collection is here. Each piece is a conversation starter, a symbol of dissent, a commitment to a world without conflict. Crafted from 100% organic cotton and upcycled military surplus. Wear your values. #Frieden #FashionForPeace #MadeInEurope
• •Headline: Reclaimed. Reimagined. Reborn. Body: We intercepted this authentic military bomber jacket on its path to a landfill. Through our 'disarming' process, we've stripped it of its past and imbued it with a new purpose: peace. A true one-of-a-kind garment that speaks volumes before you ever say a word. Limited pieces available.
• •Headline: FRIEDEN: Clothing as a Form of Protest. Body: In a world loud with conflict, we choose to make our statement quietly, yet powerfully. FRIEDEN was founded on the principle that peace is an action. We create responsibly-made garments that challenge the status quo and fund causes that champion a better future. This isn't just fashion. This is our peaceful protest.
• •Subject: Your Purchase Can Make a Difference. Body: This week, every item sold from our UKR23 campaign contributes directly to aid efforts in Ukraine. We started this project in solidarity, and with your help, we continue it. Shop the collection and join us in supporting those affected by conflict.
• •Headline: The Softest Hoodie with the Strongest Message. Body: Did you know our Peace Neue Logo Hoodie is made from 100% GOTS-certified organic cotton? That means it’s softer on your skin and gentler on the planet. Designed for comfort, created for a cause. Look good, feel good, do good. #SustainableFashion #EthicalClothing #FRIEDEN