Brand Tone

Sophisticated & Refined, Considered & Timeless, Passionate & Detail-Oriented, Authentic & Transparent, Quietly Confident

Brand Values

• •Quality Craftsmanship
• •Exceptional Materials
• •Timeless Style
• •Attention to Detail
• •Sustainability & Ethical Production
• •Customer Focus (Enabling Self-Expression)
• •Exclusivity (Small Quantities)

Best Practices

• •Develop a Comprehensive Tone of Voice Guide: Document the core characteristics of your brand's voice (e.g., Sophisticated, Considered, Authentic, Passionate, Detail-Oriented). Provide clear examples of "do's and don'ts" for language, sentence structure, and vocabulary. This ensures anyone writing for the brand has a clear reference.
• •Prioritize "Quality" and "Craftsmanship" in Language: Consistently use words and phrases that evoke a sense of high quality, meticulous making, and superior materials (e.g., "premium," "finest," "meticulous," "considered," "hand-selected," "expertly crafted"). Avoid overly casual slang or jargon that might dilute the sophisticated feel.
• •Emphasize Timelessness and Versatility: Frame products not as fleeting trends but as enduring pieces that offer lasting style and adaptability for various aspects of a modern man's life. Use language that suggests longevity and classic appeal.
• •Be Authentic and Specific About Values: When discussing sustainability, materials, or production, use clear, honest language. Avoid vague greenwashing terms. Highlighting the "why" behind these choices (e.g., "biodegradable natural fibres," "small quantities," "low environmental impact") reinforces brand integrity and resonates with conscious consumers.
• •Focus on the Customer's Experience and Aspiration: While detailing product features is important, also connect these to how they make the customer look and feel – "enable you to look your best," "deliver a fit and feel that makes the most of who you are." The copy should inspire confidence and subtly suggest an elevated lifestyle.

Social Perception

Positive Initial Reception, High-Quality & Stylish, Discerning Audience, Influencer Endorsement

Copy Examples

• •Headline: Crafted for Enduring Style. Beyond the Season. Body: Discover the Hand and Jones collection – where premium materials and meticulous craftsmanship converge. Each piece is designed to be a timeless cornerstone of the discerning gentleman's wardrobe. Invest in style that lasts. Keywords: Crafted, Enduring Style, Premium Materials, Meticulous Craftsmanship, Timeless Cornerstone, Discerning Gentleman.
• •Headline: The Details Define the Difference. Body: From the selection of sustainably sourced natural fibers to the precision of every stitch, our commitment to excellence is unwavering. Experience the considered design and superior comfort of Hand and Jones menswear. Look your best, feel your best. Keywords: Detail, Sustainably Sourced, Natural Fibers, Precision, Excellence, Considered Design, Superior Comfort.
• •Headline: Effortless Transitions. Inspired by Life. Body: Our versatile garments are created for the modern man whose life seamlessly moves between the city and the country, the office and leisure. Hand and Jones offers premium basics that are as adaptable and inspired as you are. Keywords: Effortless, Versatile, Modern Man, City, Country, Premium Basics, Adaptable, Inspired.
• •Headline: Small Batches. Lasting Impact. Body: We believe in the art of slow fashion. By producing in limited quantities, we ensure meticulous attention to every garment and minimize our environmental footprint. Choose quality, choose consciously with Hand and Jones. Keywords: Small Batches, Lasting Impact, Slow Fashion, Limited Quantities, Meticulous Attention, Environmental Footprint, Quality, Consciously.
• •Headline: Beyond Basics. The Essence of You. Body: Hand and Jones is more than just clothing; it’s a feeling. Garments designed not just to be worn, but to enhance who you are. Discover refined essentials that speak to your individuality. Keywords: Beyond Basics, Essence, Refined Essentials, Individuality, Enhance.