Brand Tone

Sophisticated, accessible, and quality-focused; confident, knowledgeable, yet welcoming. It blends aspirational and practical language, making it trustworthy and desirable.

Brand Values

• •Quality Craftsmanship
• •Accessible Luxury
• •Timeless Style
• •Customer-Centric Service
• •Modern Innovation

Best Practices

• •Balance Aspiration with Value: Always pair sophisticated language ("premium," "handcrafted," "timeless") with value-driven terms ("honest pricing," "accessible," "smart investment"). This reinforces the core brand promise.
• •Educate, Don't Just Sell: Continue using the "What Oswin Says" blog and other content to educate customers on materials, craftsmanship, and style. This builds authority and trust, making the brand a go-to resource.
• •Use Storytelling to Highlight Craftsmanship: Instead of just stating that a product is "high-quality," tell the story behind it. Mention the specific type of leather, the construction method (like Blake Stitch or Goodyear Welt), and the design inspiration.
• •Maintain a Refined yet Personal Voice in Customer Service: Customer interactions, from email responses to live chat, should be professional, polite, and helpful, reflecting the "top drawer" service customers have come to expect.
• •Embrace the "Modern Gentleman" Persona: All copy should be written with the target audience in mind: a discerning man who values tradition but lives in the modern world. The copy should speak to his desire for quality, style, and practicality.

Social Perception

Largely positive, highlighting product quality, value for money, and excellent service. Perceived as a reliable and trustworthy online retailer for quality men's footwear at a fair price.

Copy Examples

• •Timeless Style, Honest Prices. Discover premium leather footwear crafted for the modern gentleman. #WALKTHELINE
• •More Than a Shoe: An Investment in Timeless Craftsmanship.
• •Meet the Dean Black Oxford. Meticulously handcrafted from full-grain leather, this shoe is built for the man who walks his own path. Its sleek silhouette offers timeless sophistication, while the handmade sole ensures comfort from the boardroom to the evening out. An icon of enduring style, designed for modern life.
• •Why pay a premium for style that should be accessible? Our classic Chelsea boots are crafted with the finest materials and an unwavering respect for craftsmanship, but without the luxury markup. Step into quality you can feel. Shop the collection now.
• •Elegance, Rewarded. For a limited time, build your timeless wardrobe and save. Spend £150 or more and enjoy 15% off your entire order. Quality craftsmanship is now within reach.