Brand Tone

Mysterious, Confident, and Artistic

Brand Values

• •Innovation
• •Non-Conformity
• •Artistic Expression

Best Practices

• •Use Declarative and Confident Language: Avoid hesitant or overly descriptive words. Use strong, direct statements. (e.g., Instead of 'We think our designs are unique,' say 'We are redefining fashion.')
• •Embrace Minimalism: Less is more. Use concise, powerful phrases and allow the visuals to carry much of the narrative. Short, impactful sentences create a sense of mystery and confidence.
• •Focus on Concept Over Features: Sell the idea, not just the product. Talk about the 'movement,' the 'expression,' and the 'culture' behind the clothes. Connect the products to abstract concepts like darkness, structure, and unseen forces.
• •Maintain a Consistent Lexicon: Create a list of on-brand words (e.g., 'expression,' 'boundaries,' 'aesthetics,' 'unseen,' 'force,' 'collide') and use them consistently across all platforms to reinforce the brand identity.
• •Let Visuals and Text Coexist: The copy should complement, not explain, the imagery. The text provides the philosophical framework, while the visuals offer the aesthetic evidence. Ensure they work together to create a cohesive and immersive brand world.

Social Perception

Niche, aspirational, and enigmatic, perceived as a marker of sophisticated, edgy taste by its target audience, while potentially appearing intimidating or obscure to the general public due to its mysterious tone and curated exclusivity.

Copy Examples

• •Where shadows meet structure. The new collection has arrived. Explore the collision of form and void. #LooseMade #BeyondTheOrdinary
• •Forged for Every Step. Engineered for the unseen paths. The Mercurian boot is not just footwear; it is armor for the modern landscape. Built with uncompromising materials to withstand any terrain, designed to move in silence. Stay Untouchable.
• •We are not a brand. We are an evolving expression. LOOSE is the space between the threads, the silence in the noise. It's more than a logo—it's a force pushing aesthetics forward. Welcome to the next chapter.
• •An Invitation to the Unseen. Your exclusive look at the NIWA collection is here. Enter a new aesthetic territory.
• •One Trench. Infinite Expressions. Define your own terms. The Noir Trench is now available. #LooseMade #FashionTrench #DarkFashion