Brand Tone

Poetic & Evocative, Calm & Serene, Sophisticated & Elegant, Artisanal & Mindful, Timeless & Enduring

Brand Values

• •Comfort & Well-being
• •Timelessness & Longevity
• •Artisanal Craftsmanship & Quality
• •Connection to Nature & Origin (Rio de Janeiro)
• •Simplicity & Authenticity
• •Respect for Time & Process
• •Inclusivity & Versatility

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., poetic, serene, sophisticated), along with do's and don'ts and examples of on-brand and off-brand copy.
• •Embrace Sensory Language: Use words that evoke feelings, textures, and the brand's core inspirations like nature and serenity. For Handred, this includes terms related to softness, lightness, breathability, and the coastal environment.
• •Tell a Consistent Story: Weave the brand's core values – such as timelessness, craftsmanship, and connection to origin – into all forms of communication, from product descriptions to social media posts.
• •Prioritize Authenticity over Hype: Avoid overly salesy or trend-driven language. The tone should reflect genuine passion for the product, its materials, and the lifestyle it represents.
• •Review and Refine Regularly: Periodically audit your copy across all platforms to ensure it consistently aligns with the defined brand tone and values. Gather feedback and make adjustments as needed to maintain clarity and impact.

Social Perception

Positive: Customers generally perceive Handred as a high-quality brand with beautiful designs and a pleasant shopping experience. The focus on natural fabrics like linen and silk is well-received. Aspirational yet Approachable: The brand evokes a sense of sophisticated, relaxed luxury. Associated with Brazilian Design and Lifestyle: The Rio de Janeiro origin is a strong part of its identity. Concerns on Sustainability Practices: While the brand emphasizes natural fibers, some external evaluations suggest areas for improvement in broader sustainability and ethical production transparency.

Copy Examples

• •Headline for a new linen collection: "Breathe In Timelessness. Our new linen collection, crafted for serene days and gentle moments."
• •Instagram caption for a silk dress: "Fluid as a coastal breeze, soft as a cherished memory. Discover the embrace of pure silk."
• •About Us snippet for a social media bio: "Handred: Artisanal pieces from Rio, designed to journey with you. We believe in the quiet luxury of natural fibers and enduring style."
• •Product description for a versatile shirt: "Beyond seasons, beyond trends. Our signature shirt, mindfully crafted from breathable cotton, offers effortless elegance for every version of you."
• •Email subject line for a special offer: "An Invitation to Comfort: Experience Handred's enduring essentials."