Brand Tone

Minimalist, modern, and understated; direct, product-focused, clean, confident, straightforward, calm, controlled, and intentional.

Brand Values

• •Simplicity
• •Modernity
• •Quality
• •Aesthetic Cohesion

Best Practices

• •Use an "Adjective, Noun" Formula: Structure product names and descriptions using this simple formula to reinforce the minimalist tone (e.g., "The Urban Chino," "The Foundation Tee," "The Essential Hoodie"). It is direct, descriptive, and sophisticated.
• •Focus on "What" not "Who": Since the brand lacks a public-facing personality or story, the copy should remain focused on the product's tangible benefits: the fit, the fabric, the function, and the form. Avoid telling stories and instead describe the item with precision.
• •Maintain a Neutral Vocabulary: Use a clean, concise, and intentional vocabulary. Words like "essential," "fundamental," "modern," "streamlined," and "versatile" align perfectly with the brand. Avoid overly expressive, loud, or trendy slang.
• •Keep it Brief and Direct: Sentences should be short and to the point. Paragraphs should be minimal. Use white space effectively in descriptions to mirror the brand's minimalist visual aesthetic.
• •Align Visuals and Text: Ensure the tone of the copy always matches the visual. If the image is a clean, architectural shot of a hoodie, the caption should be equally clean and direct. This synergy between word and image is critical for reinforcing the brand's core identity.

Social Perception

Perceived as a reliable source for high-quality, minimalist streetwear essentials in the Indonesian market. Consumers connect on an aesthetic and functional level, not an emotional one. Maintains a clean and controlled reputation within its niche due to a limited digital footprint and lack of external media.

Copy Examples

• •The Foundation Tee. Engineered for daily wear. Our new heavyweight cotton tee, cut in a relaxed fit for essential comfort. Available now in Slate, Bone, and Black. #GreySide #ModernEssentials
• •The Urban Chino. A modern interpretation of a classic silhouette. Crafted from a durable stretch-twill fabric for unrestricted movement and a clean drape. Features a tapered fit, streamlined pockets, and minimal hardware. The ultimate versatile trouser for any context.
• •New Arrivals: The Fundamentals Collection Is Here.
• •Grey Side - Uncomplicated Streetwear. Modern essentials designed for everyday life. Shop the new collection of minimalist tees, hoodies, and trousers. Free shipping on orders over Rp 500.000.
• •How to Style a Monochromatic Look. Build your uniform with the Grey Side collection. Timeless silhouettes and neutral palettes designed for versatility and effortless style. Explore our essentials.