Brand Tone

Sophisticated & Understated, Confident & Assured, Modern & Clean, Comfort-Focused & Gentle

Brand Values

• •Quality Craftsmanship
• •Comfort as a Priority
• •Modern Simplicity
• •Elevated Essentials
• •Attention to Detail

Best Practices

• •Develop a Brand Voice Guide: Create a simple internal document outlining key tone words (e.g., "sophisticated," "understated," "confident," "comfort-focused"), "words we use," and "words we avoid." This ensures anyone writing copy understands the desired voice.
• •Prioritize Clarity and Conciseness: Reflect the minimalist aesthetic in the language. Avoid jargon, overly complex sentences, or excessive adjectives. Let the quality and design speak for themselves with clear, direct language.
• •Focus on "Show, Don't Just Tell": Instead of just saying "high quality," describe the materials ("Finest Pima cotton," "meticulously stitched seams") and the benefits ("unparalleled softness," "a fit that moves with you").
• •Maintain Visual-Verbal Consistency: Ensure the tone of the copy always aligns with the visual branding (clean, modern, high-quality imagery). A sophisticated image paired with overly casual or hyped-up copy would create a disconnect.
• •Review and Refine Regularly: Periodically review all marketing copy (website, social media, emails) to ensure it consistently reflects the established brand tone and values. Solicit feedback and be open to evolving the nuances of the voice as the brand grows, without losing its core identity.

Social Perception

Positive & Aspirational, Niche & Discerning, Appreciation for Aesthetics, Trust in Quality (Implied)

Copy Examples

• •Headline (Website/Ad): "Redefine Your Foundation. Discover By Langlois Underwear."
• •Product Description Snippet: "Crafted from the finest Pima cotton, our briefs offer unparalleled softness and a fit that moves with you. Experience the quiet luxury of essentials, perfected."
• •Instagram Caption: "Simplicity, elevated. Our commitment to superior materials and thoughtful design ensures every day begins with comfort and confidence. #ByLanglois #MensEssentials #UnderstatedLuxury"
• •Email Subject Line: "The Feeling of By Langlois: Comfort, Perfected."
• •About Us Snippet: "At By Langlois, we believe that the most essential garments deserve the most attention. We meticulously design underwear that blends timeless style with exceptional comfort, for the man who values quality in every detail."