Brand Tone

sophisticated, minimalist, aspirational, clean, concise, professional, confident, knowledgeable

Brand Values

• •Quality Craftsmanship
• •Minimalist Design
• •Functionality and Innovation
• •Modern Elegance
• •British Heritage

Best Practices

• •Always Emphasize "Less is More": Every piece of copy should reinforce the core value of minimalism. Use words like "simplify," "uncluttered," "streamlined," "efficient," and "slim."
• •Speak to the "Modern Gentleman": Write for an aspirational audience that values quality, intelligence, and style. The tone should be one of quiet confidence, not arrogance.
• •Lead with a Benefit, Support with a Feature: Start by explaining how the product improves the customer's life (e.g., "Simplify your carry") before listing the technical details (e.g., "premium leather, holds 8 cards").
• •Maintain Visual and Textual Harmony: The clean, minimalist aesthetic of the photography and website design should be mirrored by clean, concise, and well-structured copy. Avoid long, dense paragraphs.
• •Use a Consistent Lexicon: Create a list of on-brand words and phrases (e.g., "Carry Smart," "Upgrade," "Minimalist," "Premium," "Crafted," "Elegance," "Efficiency") and use them consistently across all platforms to build a strong, recognizable brand voice.

Social Perception

Perceived as a provider of stylish, high-quality, and functional accessories. Customers appreciate product quality, aesthetic, and functionality. Considered reliable and trustworthy. Suitable for gifts or personal upgrades.

Copy Examples

• •The details aren't the details. They are the design. Simplify your carry, elevate your style. #HarveyAndHamilton #MinimalistWallet #EDC
• •Tired of bulky pockets? The H&H wallet is designed for the modern gentleman who values style and speed. Premium leather, RFID blocking, and a slim profile. Upgrade your pocket today with 15% off your first order.
• •Quality you can feel. Design you can't ignore. This is how you carry smart. Welcome to Harvey and Hamilton.
• •An Upgrade Your Everyday Deserves Hello [Customer Name], a gentleman is defined by his attention to detail. From the watch on your wrist to the wallet in your pocket, every element should reflect purpose and quality. Our collection is crafted not just to hold your cards, but to elevate your daily experience. Discover the difference true craftsmanship makes.
• •Engineered for efficiency. Crafted for elegance. Our signature cardholder is the ultimate expression of minimalism, made from a single piece of premium leather. It holds up to 8 cards and cash without the bulk, secured with RFID-blocking technology. Declutter your life, starting with your pocket.