Brand Tone

Minimalist, Confident, Enigmatic

Brand Values

• •Local Craftsmanship & National Pride
• •Quality & Durability
• •Aesthetic & Design Integrity
• •Authentic Street Culture

Best Practices

• •Embrace Minimalism: Always opt for shorter, more impactful copy. Let the visuals carry the weight of the message. Avoid excessive adjectives or hype-filled language.
• •Lead with "Made in Argentina": Consistently feature this value proposition. Whether in the bio, product descriptions, or ad copy, it is your strongest differentiator and a source of brand pride.
• •Use Confident, Declarative Statements: Write in a tone that assumes leadership. Use phrases like "Redefinido," "Esencial," or "Nuestro icónico..." Avoid questions or hesitant language.
• •Maintain a Level of Exclusivity: Use language that fosters a sense of community and insider access. Phrases like "Acceso exclusivo," "Para nuestra comunidad," or simply hinting at password-only drops will reinforce the enigmatic brand perception.
• •Focus on Tangible Quality: When describing products, go beyond how they look and focus on how they are made. Mention fabric weight, construction details (like "pre-shrunk"), and material composition. This grounds the brand's aspirational aesthetic in concrete, verifiable quality.

Social Perception

'cool,' aspirational, and high-quality local streetwear brand.

Copy Examples

• •El Básico. Redefinido. Hecho en Argentina.
• •KRAM™: Colección 04. Acceso exclusivo por contraseña. Link en bio.
• •KRAM™ nace de un compromiso con la calidad y la estética. Cada pieza está diseñada y confeccionada en Argentina, creando prendas atemporales para la cultura urbana contemporánea. No seguimos tendencias, las establecemos.
• •Streetwear premium, con orgullo argentino. Descubre KRAM™. Calidad que se siente.
• •Nuestro icónico hoodie oversized, construido en algodón rústico de alto gramaje para una estructura y caída perfectas. Pre-encogido y teñido en pieza para máxima suavidad. Cierre metálico de doble vía. Marca KRAM™ sutilmente bordada. 100% Algodón. 100% Argentino.