Brand Tone

Empathetic & Sincere, Optimistic & Youthful, Minimalist & Direct, Inclusive & Unifying, Purposeful & Aware

Brand Values

• •Community & Friendship
• •Social Responsibility & Philanthropy
• •Authenticity & Transparency
• •Inclusivity
• •Quality & Conscious Design

Best Practices

• •Always Circle Back to "Support Your Friends": Ensure this core message or its sentiment is woven into communications, whether directly or indirectly. It’s the anchor of the brand.
• •Lead with Purpose, Follow with Product: While KROST sells apparel, the "why" (the mission, the cause) should often precede the "what" (the clothing). Highlight the impact first or alongside product features.
• •Use Inclusive and Unifying Language: Employ words like "we," "us," "together," "community," and "friends" to foster a sense of belonging. Avoid jargon or exclusionary terms.
• •Maintain Sincerity and Avoid Over-Sensationalizing: The tone should feel genuine and grounded, even when discussing serious issues. Let the actions (partnerships, donations) speak loudly and avoid overly dramatic or emotionally manipulative language.
• •Keep it Clean and Direct: Reflect the minimalist aesthetic in the copy. Be clear, concise, and to the point. Avoid overly flowery or complex language that might dilute the message.

Social Perception

Positively Perceived, Trendy & Respected, Community-Focused, Authentic in its Mission

Copy Examples

• •Headline (Website/Social Media): "More Than Fashion. A Movement. Support Your Friends. Change The World."
• •Product Description (e.g., for a hoodie): "Crafted for comfort, designed for connection. This piece is a reminder that we're stronger together. Every purchase supports [Partner Organization], helping us build a better tomorrow, friend by friend."
• •Instagram Caption: "United by threads, driven by purpose. Our latest collection is here, inspired by the resilience of community and the power of friendship. Join us in supporting [Cause]. #KROST #SupportYourFriends #[RelevantCauseHashtag]"
• •Email Subject Line: "Wear The Change: New KROST Arrivals + Our Shared Impact"
• •About Us Snippet: "KROST was born from a simple idea: that friendship and fashion can be powerful forces for good. We create timeless, genderless pieces that carry a story of support, unity, and a commitment to the causes that shape our world."