Brand Tone

Playful, Lighthearted, Creative, Idiosyncratic, Confident, Edgy, Personable, Relatable, Quality-Conscious, Discerning

Brand Values

• •Quality and Craftsmanship
• •Originality and Personality
• •Wearability and Timelessness
• •Inspired by Real People & Connections
• •Accessible Luxury/Value

Best Practices

• •Embrace "Playful Polish": Combine sophisticated language regarding quality and craftsmanship with more whimsical, energetic, or slightly irreverent phrasing when describing design and style. Think "meticulously crafted" meets "a wink of whimsy."
• •Tell a Story (Inspired by Friends & NYC): Weave in narratives or suggestions of the people and places that inspire the designs. Use language that evokes the energy, diversity, and creativity of New York and the unique personalities of friends.
• •Highlight Quality with Confidence, Not Arrogance: Speak directly about the handmade nature and lasting materials, but do so in a way that emphasizes the value and care for the customer, rather than just boasting. E.g., "Crafted by hand in Portugal, because you deserve shoes that last."
• •Use Quirky yet Accessible Language: Don't be afraid of slightly "offbeat" or "idiosyncratic" descriptions, but ensure the overall message remains clear and inviting. The goal is to intrigue, not alienate.
• •Maintain a Consistent Voice Across Platforms: Whether it's an Instagram caption, website product description, or email newsletter, the core tone (playful, confident, quality-conscious) should be recognizable. Adapt the length and style to the medium, but not the underlying personality.

Social Perception

Fashion-Forward and Cool, Unique and Statement-Making, Good Quality for the Price Point, Aspirational yet Attainable, For the Discerning Consumer

Copy Examples

• •Step Into Your Story. Designed in NYC, handmade in Portugal. Our shoes aren’t just made; they’re crafted with personality, for personalities. Walk your talk.
• •Seriously Playful Footwear. We believe in quality that lasts and designs that spark joy. Inspired by real friends and the city that never sleeps, these are the shoes you’ll reach for again and again. Because life’s too short for boring.
• •Not Just Shoes, They’re Conversation Starters. Remember that feeling of finding something truly special? That’s what we aim for. Offbeat charm meets timeless craftsmanship. Ready to make an entrance (and an impression)?
• •Built to Last. Designed to be Loved. From the cobbled streets of Portugal to your everyday adventures, Nicole Saldaña shoes are made with meticulous care and a touch of rebellion. Invest in pieces as unique as you are.
• •That New Shoe Feeling, With Old Soul Quality. We’re bringing back the art of well-made footwear, infused with a modern, playful spirit. Find your perfect pair – the ones that feel like they were made just for you.