Brand Tone

Sophisticated & Minimalist, Confident & Assertive, Conscious & Responsible, Aspirational yet Accessible

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Sustainability & Ethical Production
• •Fair Pricing/Value
• •Scandinavian Heritage

Best Practices

• •Embrace Simplicity and Clarity: Reflect the minimalist Scandinavian design in your language. Use clear, concise sentences. Avoid jargon or overly trendy slang. The focus should be on the product's intrinsic qualities.
• •Highlight Quality and Craftsmanship: Consistently mention the premium (often leather) materials, handmade aspects, and Portuguese manufacturing. Use descriptive words that evoke a sense of touch, durability, and care in creation.
• •Subtly Weave in Ethical Values: Talk about sustainability, conscious choices, and timelessness as an antidote to fast fashion. This shouldn't be preachy but rather an integrated part of the brand’s commitment to quality and durability.
• •Maintain a Confident, Refined Voice: The tone should be assured, reflecting the brand's belief in its design philosophy and product value. Avoid overly casual or loud language. Think understated elegance.
• •Focus on Timelessness over Fleeting Trends: Position products as long-lasting staples rather than seasonal must-haves. Emphasize how they can be worn for years and remain stylish, reinforcing the value and design integrity.

Social Perception

Positive Association with Scandinavian Design, Seen as a Premium, Quality-Focused Brand, Considered a Stylish Alternative, Mixed Durability/Quality Concerns (Historically), Growing International Presence

Copy Examples

• •Headline: Beyond Trends. Beyond Seasons. Just Pure Design. Body: Experience Jim Rickey. Scandinavian minimalism handcrafted in premium leather for a timeless style that evolves with you. Ethically made, fairly priced.
• •Headline: The Art of Understatement. Body: Our latest collection embodies the essence of Stockholm design: clean lines, superior comfort, and enduring quality. Discover footwear that speaks volumes, quietly.
• •Headline: Crafted for Life. Designed for You. Body: Jim Rickey sneakers aren’t just made; they're meticulously crafted in Portugal from the finest sustainable leathers. Step into conscious luxury that lasts.
• •Headline: Less is Essential. Body: Embrace the power of minimalist design. Our handmade sneakers and accessories offer versatile style and uncompromising quality, proving true value lies in simplicity and craftsmanship.
• •Headline: Your Foundation of Style. Body: From the streets of Stockholm to your wardrobe, Jim Rickey delivers premium, handcrafted footwear that's built to last. Timeless design, ethical production, everyday sophistication.