Brand Tone

Elegant & Sophisticated, Mindful & Considered, Authentic & Passionate, Feminine & Empowering (subtly), Calm & Serene

Brand Values

• •Quality Craftsmanship
• •Timeless Design
• •Understated Elegance
• •Authenticity
• •Comfort & Tactility
• •Sustainability (implied)

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of your brand's tone (e.g., elegant, mindful, authentic, serene) with examples of "do's and don'ts" for vocabulary, sentence structure, and emotional expression. This guide should be shared with anyone creating content.
• •Prioritize Value-Driven Language: Consistently weave in terms that reflect your core values like "timeless," "quality," "lasting," "hand-painted," "small details," "flattering silhouettes." This reinforces what the brand stands for.
• •Emphasize the "Why": Go beyond just describing the product. Explain the inspiration (e.g., "hope for serenity") or the intention behind the design ("create long lasting garments"). This connects with customers on an emotional level.
• •Maintain Visual and Textual Harmony: Ensure that the tone of the copy aligns with the visual aesthetic of your website and social media (e.g., clean, elegant photography paired with refined, thoughtful text).
• •Review and Refine Regularly: Periodically audit your copy across all channels to ensure it remains consistent with the defined brand tone and values, adapting slightly if needed as the brand evolves, but always staying true to the core identity.

Social Perception

Positive Association with Quality, Designer Appeal, Appreciation for Aesthetics, Trusted for its Promise, Seen as a Norwegian Brand

Copy Examples

• •Instagram Post (New Collection): Introducing 'Serenity' – a collection born from a desire for peace and calm. Discover hand-painted prints and delicately hued knitwear, designed in our Oslo studio to bring a touch of tranquil elegance to your timeless wardrobe. Feel the difference of thoughtful design. #KatrinUri #SerenityCollection #TimelessDesign #MadeInOslo #SlowFashion
• •Facebook Ad (Highlighting a Specific Product): Drape yourself in the quiet luxury of our new Tencel™ dresses. Experience the exquisite feel of responsibly sourced fabric and a silhouette designed to flatter, move, and last. Because true style is effortless and enduring. Shop the latest arrivals at katrinuri.no. [Link] #KatrinUriDesign #SustainableStyle #ElegantComfort #NorwegianDesign
• •Website Banner (Brand Story Snippet): Since 1992, every Katrin Uri piece begins with a passion for detail – the subtle texture of a fabric, the unique story in a print, the perfect drape. We design for women who appreciate lasting quality and quiet confidence. Explore our world. #KatrinUri #OurStory #Craftsmanship #TimelessWardrobe
• •Newsletter Subject Line: An Invitation to Serenity: Discover New Arrivals + Your Exclusive Welcome (Followed by body copy that elaborates on the collection's feel and purpose).
• •Product Description (for a classic knit sweater): The embodiment of our design philosophy. This beautifully soft merino wool sweater is a testament to timeless style and meticulous craftsmanship. Designed in Oslo with a focus on a flattering fit and enduring quality, it’s a piece you’ll reach for season after season. Invest in comfort that speaks volumes. #KatrinUriKnitwear #WardrobeEssential #LuxuryKnit #NorwegianMade