Brand Tone

Calm and confident, Direct & Honest, Sophisticated & Modern, Subtlety/Understatement

Brand Values

• •Quality
• •Minimalism
• •Subtlety
• •Understatement
• •Clean design

Best Practices

• •Let the product's inherent qualities shine through concise language.
• •Maintain visual and textual harmony: ensure the clean, minimalist aesthetic of your visuals is mirrored in the direct, understated nature of your copy.
• •Reflect a brand that is secure in its product's value without needing to resort to hype or overt selling.
• •Develop a Tone of Voice Guide: create a simple document outlining key brand voice characteristics, approved terminology, and 'words to avoid' to ensure consistency across all writers and platforms.
• •Use straightforward descriptions, focusing on facts and tangible benefits rather than excessive embellishment.

Social Perception

Appreciation for Minimalism: Customers likely value the lack of overt branding and the focus on clean lines and quality. The general public outside their target niche might initially find the brand name itself unassuming, which is likely an intentional part of their strategy.

Copy Examples

• •Focusing on the intrinsic quality of the apparel.
• •Avoiding hype and letting the product's quality and design speak.
• •Descriptions and communications are straightforward, focusing on facts and tangible benefits rather than excessive embellishment.
• •Appealing to a discerning customer who appreciates subtlety and quality over overt branding.
• •A deliberate choice to be nondescript in a world of loud branding, valuing the wearer's style over prominent logos.