Brand Tone

Sophisticated & Refined, Knowledgeable & Passionate, Understated & Confident, Approachable & Genuine

Brand Values

• •Quality Craftsmanship
• •Timeless Style
• •Simplicity & Versatility
• •Durability & Longevity
• •Attention to Detail
• •Customer-Centricity

Best Practices

• •Develop a Brand Voice Guide: Document the key characteristics of Kempt's tone (e.g., sophisticated, knowledgeable, understated, genuine) with examples of "do's and don'ts" for copy. This ensures everyone writing for the brand is aligned.
• •Focus on "Timeless" and "Quality" Lexicon: Consistently use words and phrases that reinforce core values, such as "classic," "enduring," "craftsmanship," "premium," "European heritage," "versatile," and "investment piece."
• •Educate, Don't Just Sell: Share insights about fabric origins, construction details, or styling tips for classic pieces. This reinforces the brand's knowledgeable and passionate tone.
• •Maintain Understated Confidence: Let the quality and design of the products speak for themselves. Avoid overly salesy language, exclamation points, or fleeting buzzwords. The confidence should come from the product's inherent value.
• •Personalize When Appropriate, Especially in Customer Service: While the overall tone is sophisticated, interactions with customers (emails, social media replies) should reflect the genuine and approachable aspect of the brand, echoing the positive customer service experiences highlighted in testimonials.

Social Perception

Positive & Appreciative, Respected (within its niche), Seen as a provider of Investment Pieces, Associated with European Quality

Copy Examples

• •Headline: The Foundation of a Timeless Wardrobe. Body: At Kempt, we believe true style isn't about chasing trends, but investing in pieces that endure. Our Oxford shirts, crafted from premium European cotton, offer unparalleled comfort and a consistently sharp silhouette. Discover the difference quality makes.
• •Headline: Beyond the Season: Style That Lasts. Body: Forget fast fashion. Embrace enduring elegance with Kempt. Each garment is meticulously crafted in small batches, using only the finest materials sourced from historic European mills. Build a wardrobe that’s as resilient and refined as you are.
• •Headline: Detail by Detail, Crafted for You. Body: From the perfect collar roll on our shirts to the comfortable stretch in our chinos, every element of a Kempt garment is considered. We’re passionate about creating menswear that not only looks impeccable but feels exceptional to wear, day in and day out. Experience Kempt.
• •Headline: The Art of Simplicity. Perfected. Body: A Kempt piece is an exercise in refined simplicity. Clean lines, superior fabrics, and a fit that’s both modern and timeless. We provide the essential building blocks, so you can effortlessly express your personal style with confidence.
• •Headline: More Than a Shirt, It's a Standard. Body: When you choose Kempt, you're choosing more than just clothing. You're investing in a commitment to quality, European craftsmanship, and a style that speaks volumes without shouting. Elevate your everyday.