Brand Tone

Sophisticated & Minimalist, Professional & Tech-Savvy, Purposeful & Functional, Design-Oriented & Considered, Approachable & Helpful (in support contexts)

Brand Values

• •Design Excellence
• •Protection
• •Organization
• •Mobility
• •Quality & Durability
• •Innovation
• •User-Centricity

Best Practices

• •Focus on "A Better Experience Through Good Design": Emphasize how thoughtful design translates into tangible user benefits like better protection, organization, and ease of use.
• •Use Clear, Concise, and Purposeful Language: Avoid jargon or overly casual slang. Keep sentences direct and focused on the value proposition.
• •Highlight Material Quality and Innovation: Talk about the premium materials, construction techniques, and innovative features that differentiate Incase products.
• •Speak to the Creative Professional & Tech-Savvy User: Understand their needs and aspirations. Use language that resonates with individuals who value efficiency, aesthetics, and seamless integration of tech into their lifestyle.
• •Maintain Visual and Verbal Consistency: Ensure that the clean, minimalist aesthetic of the products and website is reflected in the copywriting.

Social Perception

Premium & High-Quality, Stylish & Minimalist, Reliable & Protective, Apple-Centric, Functional & Well-Designed, For Creatives & Professionals

Copy Examples

• •Engineered for Your Workflow. Designed for Your World.
• •Meet the new [Product Name]. Minimal design, maximum protection. Elevate your everyday carry. #Incase #iPhoneProtection #GoodDesign
• •Protect Your Tech. Preserve Our Planet. Discover our latest collection featuring sustainable BIONIC® materials.
• •Introducing the [Product Name]: Seamless Integration for Your Creative Life.
• •Incase: Carry with Confidence. Thoughtfully designed solutions for your essential tech. Explore the collection.