Brand Tone

Confident & Understated, Modern & Minimalist, Quality-Focused & Appreciative, Comfort-Oriented & Effortless, Approachable & Relatable (especially on TikTok)

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Comfort & Versatility
• •Affordable Premium
• •Customer Satisfaction
• •Attention to Detail

Best Practices

• •Prioritize Clarity and Conciseness: Reflect the minimalist aesthetic in your words. Get straight to the point while highlighting key benefits like comfort, quality, and timeless design.
• •Focus on "Feel" and "Fit": Use descriptive language that evokes the tactile experience of the clothes (e.g., "soft touch," "perfect drape," "refined fit," "cozy and oversized").
• •Emphasize Enduring Value Over Fleeting Trends: Consistently message the "timeless," "essential," and "versatile" nature of the pieces, positioning them as long-term wardrobe staples.
• •Maintain an Understated Confidence: Let the product's quality and design speak. Avoid hyperbole or overly aggressive sales language. The tone should be assured but not arrogant.
• •Adapt to Platform Nuances While Retaining Core Messaging: While Instagram might have a more polished visual and textual feel, and TikTok a more raw, user-centric approach, the core values of quality, comfort, and timeless style should remain evident in the messaging across all platforms. Encourage user-generated content that naturally reflects these values.

Social Perception

Positive Association with Quality and Comfort, Good Value for Money, Stylish Basics & Essentials, Trustworthy (from a product standpoint), Areas for Improvement: Some reviews indicate occasional issues with shipping times or sizing consistency, though sizing is often a subjective preference (e.g., desired "bagginess"). One review mentioned an itchy tag as a minor discomfort.

Copy Examples

• •Instagram Post (Image: Model in a new collection hoodie and sweatpants): Engineered for all hours. Our new [Collection Name] fuses enduring comfort with the progressive design you expect. Quality you can feel, style that speaks for itself. #HoursCollection #TimelessComfort #StreetInspired
• •Website Banner (Highlighting a best-selling hoodie): The Standard in Comfort. Experience the [Hoodie Name] – meticulously crafted with premium cotton, a refined fit, and the perfect weight. Effortless style, built to last. Shop Now.
• •Email Subject Line (New Arrivals): New Arrivals: Modern Essentials, Designed for Your Day. Body Snippet: Discover the latest from Hours. Pieces thoughtfully designed with innovative fabrics and refined fits, ensuring you feel your best, effortlessly. Explore quality that endures.
• •TikTok Video Concept (Styling the same item for different occasions): Voiceover/Text: From morning coffee to evening chill. The [Item Name] by Hours. Versatility meets comfort. How do you wear yours? #HoursStyle #EverydayEssentials #ComfortFirst
• •Facebook Ad (Targeting users interested in streetwear and quality basics): Headline: Elevate Your Essentials. Discover Hours. Body: Tired of trends that fade? Hours offers premium, street-inspired athleisure designed with quality, comfort, and timeless style in mind. Affordable pieces that become your go-to. Shop the collection.