Brand Tone

aspirational, sophisticated, artistic, minimalist, confident, exclusive

Brand Values

• •Meticulous Craftsmanship
• •Timeless Innovation
• •Understated Luxury
• •Artistic Expression
• •Exclusivity

Best Practices

• •Embrace Minimalism: Use concise, deliberate language. Avoid unnecessary words, emojis, or overly casual slang. Let the product and imagery do most of the talking.
• •Focus on "Why," Not Just "What": Instead of just listing features, describe the concept, the feeling, or the craftsmanship behind a piece. Use evocative and sensory language (e.g., "structural drape," "sharp silhouette," "tactile fabric").
• •Maintain a Sophisticated Vocabulary: Use an elevated vocabulary that reflects the brand's luxury positioning. Words like "meticulous," "silhouette," "engineered," and "conceptual" align well with the established tone.
• •Speak to the Aesthete: Write for an audience that appreciates art, design, and culture. Frame collections and pieces as if they are part of an art exhibition, using thematic and conceptual language.
• •Ensure Visual & Textual Harmony: The tone of the copy must always match the aesthetic of the visuals. If the photography is moody and minimalist, the copy should be sophisticated and concise, not loud or sales-oriented.

Social Perception

Marcar is perceived as a high-end, 'if you know, you know' designer label, authentic and art-focused, producing high-quality, unique garments. Customers view purchases as investments in wearable art, contributing to its exclusive and desirable image.

Copy Examples

• •Form follows function. The Deconstructed Zip Jacket, meticulously crafted for the modern silhouette.
• •COALESCE AW'24: Where shadow and form converge. Discover the new collection.
• •An Invitation: First Access to the Interlude Collection
• •Engineered for a fluid, structural drape. Our signature pleated trouser is reinterpreted in a heavyweight Japanese wool blend, featuring a concealed closure and raw hem detailing. A study in texture and silhouette.
• •Marcar. Redefining modern luxury through timeless design and meticulous craftsmanship. Explore the vision.