Brand Tone

Creative & Artistic, Authentic & Independent, Positive & Approachable, Understated Cool / Contemporary, Slightly Playful/Witty (at times)

Brand Values

• •Creativity & Originality
• •Quality
• •Individuality & Self-Expression
• •Positivity
• •Passion
• •Simplicity

Best Practices

• •Lead with Visuals, Support with Authentic Words: Since Lowpress is design-driven, let the artwork speak first. Captions should complement the visuals, adding context or a touch of personality without overshadowing the design. Keep it genuine and avoid overly corporate or generic marketing speak.
• •Embrace the "Independent Creator" Narrative: Remind your audience of the passion and personal touch behind the brand. Phrases like "designed in-house," "from our Copenhagen studio," or "hand-drawn" reinforce this value and build a connection.
• •Balance Artistic Expression with Clarity: While the tone is creative, ensure product information is clear and accessible. For example, when describing a design, you can be evocative but also provide practical details (e.g., "Inspired by city nights, this dark blue tee features a subtle silver skyline print. Made from 100% organic cotton.").
• •Maintain a Consistent Voice Across Platforms: Whether it's an Instagram caption, a Facebook post, or an email newsletter, the underlying tone (creative, authentic, positive, understated cool) should be recognizable. Adapt the length and style slightly for each platform, but the core voice should remain.
• •Engage Genuinely: When responding to comments or messages, maintain the approachable and authentic tone. Thank customers for their support, answer questions with a personal touch, and show appreciation for their engagement. This reinforces the small, passionate brand image.

Social Perception

Appreciated for Design, Seen as an Independent Creator, Positive & Engaging (within its niche), Danish Roots with International Appeal, Trustworthy (implied)

Copy Examples

• •Get lost in the details. Our new 'Cosmic Wanderer' tee, designed and drawn in our Copenhagen studio. Wear your wonder. #Lowpress #CosmicArt #HandDrawn
• •Just a one-man army fueled by good coffee and a love for unique graphics. Every Lowpress piece starts with an idea, a sketch, and a desire to create something you'll love to wear. #IndependentDesign #CopenhagenCreator #PassionProject
• •Here’s to the good times, big or small. Rocking our 'Good Times Ahead' sweatshirt – because a positive mindset is always in style. What good things are you looking forward to? #Lowpress #PositiveVibes #StreetwearStyle #Copenhagen
• •Fresh off the press & truly unique. Our latest limited edition print is here, but not for long. Grab a piece of original Lowpress art before it’s gone. #LowpressLimited #ArtPrint #Illustration #SupportIndie
• •Warning: May cause spontaneous good moods. Our [Name of a quirky/fun design] tee is designed to bring a little extra awesome to your everyday. You've been warned. 😉 #Lowpress #FunTees #WearableArt #CopenhagenCool