Brand Tone

Youthful & Trendy, Approachable & Casual, Aspirational & Confident, Energetic & Modern, Value-Oriented

Brand Values

• •Style & Trendiness
• •Quality & Affordability
• •Self-Expression & Confidence
• •Accessibility
• •Local Pride & Global Ambition
• •Community Engagement
• •Innovation & Adaptability
• •Empowerment

Best Practices

• •Know Your Audience Deeply: Continuously research and understand the language, slang (appropriately), aspirations, and platforms preferred by young, urban individuals. Copy should resonate with their current cultural context.
• •Embrace Authenticity: While trendy, avoid trying too hard or using language that feels forced. The tone should be genuine and reflect the brand's Indonesian roots and global outlook naturally.
• •Stay Visually Consistent with Tone: Ensure that the visual elements (imagery, videos, graphics) accompanying the copy align with the youthful, energetic, and stylish tone. The words and visuals should tell the same story.
• •Be Conversational and Engaging: Use an active voice, ask questions, and encourage interaction, especially on social media. Make the audience feel like they are part of a community.
• •Highlight Value Proposition Clearly: Consistently weave in key brand values such as style, quality, affordability, and self-expression within the copy, adapting the emphasis based on the platform and campaign objective.

Social Perception

Popular Local Champion, Trendy and Affordable, Internationally Recognized, Heavily Promoted, "Go-To" Brand for Casual Wear, Associated with Discounts

Copy Examples

• •Instagram Post (New Collection): Level up your street game 🔥. Our new drop is here – fresh fits, same iconic Erigo vibe. Ready to own it? Shop now, link in bio! #Erigo #StreetwearStyle #NewCollection #OwnYourStyle
• •Website Banner (General): ERIGO: Your Style. Your Story. Global trends, born in Indonesia. Quality streetwear that doesn’t break the bank. Express yourself. #ErigoEverywhereYouGo
• •TikTok Video Caption (Challenge/Trend): Show us how you rock your Erigo! 🤘 Join the #ErigoChallenge – best looks get featured + win exclusive gear! Let’s see that confidence shine! ✨ #ErigoFashion #StyleChallenge #GetCreative
• •Facebook Ad (Sale Promotion): Deals you DON'T want to miss! 💸 Score your favorite Erigo essentials at prices you'll love. Limited time only – upgrade your wardrobe for less! Shop smart, look sharp. #ErigoSale #AffordableFashion #StreetwearDeals
• •Product Description (T-Shirt): The Erigo Classic Tee: Simple, stylish, essential. Crafted for all-day comfort and effortless cool. Whether you're chilling or outchea, this tee is your perfect go-to. Made with premium cotton, designed for your urban adventures. #Erigo #WardrobeStaple #ComfortAndStyle