Brand Tone

Artistic, Whimsical, and Sincere. Artistic & Avant-Garde, Whimsical & Joyful, Sincere & Conscious.

Brand Values

• •Creativity and Innovation
• •Joy and Confidence
• •Quality Craftsmanship
• •Sustainability and Responsibility
• •Inclusivity

Best Practices

• •Lead with Emotion, Support with Detail: Start with words that evoke joy, confidence, and creativity ("whimsy," "delight," "bold," "sculptural"). Follow up with the tangible quality markers (Made in South Korea, vegan materials, designed in NYC) to build trust.
• •Embrace the "Art" Narrative: Consistently refer to the products as "wearable sculptures," "statement pieces," or "designs" rather than just "shoes." This reinforces the brand's primary value of creativity and justifies its unique aesthetic.
• •Maintain Sincere Transparency: When discussing sustainability or production, continue using the honest and humble tone found on the "About Us" page. Avoid corporate jargon. Phrases like "We're not 100% there yet" build a stronger connection with conscious consumers than making absolute claims.
• •Tell the Personal Story: Weave the founder's inspiration—her grandmother, the city, a simple flower—into product descriptions and campaigns. This humanizes the brand and makes it more memorable and relatable than competitors.
• •Use Confident and Playful Language: Employ a tone that is assured but not arrogant. Use short, punchy, and whimsical phrases that reflect the visual identity of the shoes (e.g., "The dancing heel," "The wavy sole"). This creates a cohesive and memorable brand personality across all written content.

Social Perception

iRi is perceived as a niche, design-forward footwear brand for a confident, urban consumer who values artistry and individuality. It appeals to the fashion-forward who appreciate new, unique design. Customers praise its high-quality and unique products. Due to a limited social media presence, it maintains an exclusive, "in-the-know" brand image with a positive, though limited, footprint.

Copy Examples

• •Your gallery begins at your feet. The Wavy Sneaker isn’t just made; it's sculpted. Walk in a masterpiece. #iRiNYC #WearableSculpture
• •Find the joy in every step. Our latest collection is a burst of optimism, designed in NYC to bring a little extra delight to your day.
• •Style that feels good, inside and out. The Blushing Cloud collection is 100% vegan, made with recycled materials. A small step for your wardrobe, a thoughtful step for the planet.
• •Inspired by a city of millions and the memory of one. The story of iRi is woven into every stitch. Discover the new collection, made with heart in NYC and South Korea.
• •Boring shoes are a choice. Choose different. Choose bold. Choose iRi.