Brand Tone

aspirational, minimalist, and authentic

Brand Values

• •Curated Quality
• •Community Identity
• •Timeless & Modern Style
• •Authenticity

Best Practices

• •Lead with 'Why,' Not 'What': Focus copy on the feeling, the lifestyle, and the values (e.g., 'timeless sophistication,' 'conscious craft') rather than just the product features (e.g., '100% cotton').
• •Embrace Minimalism: Keep copy clean, concise, and impactful. Use negative space in visuals and short sentences in text to convey a sense of calm and confidence. Avoid exclamation points and excessive hype.
• •Use the 'Parker People' Moniker: Consistently refer to the community as 'Parker People.' This reinforces the core brand value of identity and belonging and helps differentiate the brand in online searches.
• •Tell Authentic Stories: Whether through blog posts, collaborations, or 'About Us' content, share the narrative of the brand's origins, its connection to Uluwatu, and the artisans or brands it features. Authenticity builds trust.
• •Maintain Visual and Verbal Synergy: Ensure the tone of the copy always matches the aesthetic of the visuals. If the photography is minimalist, clean, and artistic, the language should be as well. This creates a powerful, cohesive brand experience.

Social Perception

A niche, high-end concept store for style-conscious consumers; fashionable and trustworthy, though challenged by brand name confusion, making 'Parker People' essential for differentiation.

Copy Examples

• •The art of simplicity. Our new linen staple is designed for the heat of the day and the ease of the evening. Made to live in. #ParkerPeople
• •Considered essentials for the modern man. Explore pieces that value precise fit and timeless design.
• •More than a brand, it's a way of being. Discover the PARKER concept—a curated selection of fashion and homewares from across the island and beyond. Welcome to the community. #ParkerPeople
• •A meeting of minds. We've partnered with James Smith to bring you a collection that explores the balance between classic and contemporary. Discover pieces designed to elevate your everyday. [Shop Now]
• •Timeless sophistication, consciously crafted. This piece is designed for the woman who owns her style with confidence and grace. A silhouette that moves with you, destined to become a cherished part of your wardrobe.