Brand Tone

Sophisticated, minimalist, conscious, and timeless. It is serene and confident, avoiding casual slang or humor. The voice is educated and intentional, appealing to a consumer who values design, quality, and sustainability over fleeting trends. The communication is direct, clean, and elegant, letting the quality of the products and the strength of the visuals speak for themselves.

Brand Values

• •Sustainability
• •Timeless Design
• •Quality and Craftsmanship
• •Minimalist Aesthetics
• •Artistic Inspiration

Best Practices

• •Use an Elevated Vocabulary: Employ refined and precise language. Words like "crafted," "silhouette," "conscious," "timeless," and "curated" align with the brand's sophisticated identity.
• •Let Visuals Lead: Keep copy minimal and impactful. The high-quality photography and design should carry the primary message; the text is there to support and elevate it, not to oversell.
• •Educate, Don't Just Sell: Use descriptions and social media posts to share the story behind the materials, the design process, or the brand's sustainability efforts. This reinforces the value of consciousness and quality.
• •Maintain Aesthetic Consistency: Ensure that the clean, uncluttered, and neutral tone of the visuals is mirrored in the copy. Avoid exclamation points, excessive emojis, or overly casual language.
• •Speak to the Consumer's Intellect: Frame the purchase as an investment in a philosophy, not just a product. Appeal to their appreciation for art, design, and sustainability, reinforcing the idea that they are buying into a more conscious way of life.

Social Perception

The public and media perceive PAS DENOM as a high-end, design-focused Chilean brand that is a leader in the national sustainable fashion movement. It is seen as an intellectual and artistic brand for a mature, conscious consumer who invests in quality pieces. Its association with high-fashion events and premium retail locations reinforces this perception of exclusivity and sophistication.

Copy Examples

• •PETH Merino Wool Coat. Timeless warmth, consciously crafted. Discover the collection online. #PasDenom #SustainableLuxury #TimelessDesign
• •The Art of Permanence. Garments designed to live beyond the season. Explore our philosophy.
• •For Your Conscious Closet: The New Lyocell Collection Has Arrived.
• •A study in form and fluidity. The Amory Blazer is crafted from responsibly sourced linen, featuring a deliberately minimalist cut that emphasizes silhouette and movement. Its timeless design allows for seamless integration into any wardrobe, season after season. Designed in Chile, made for permanence.
• •One piece, infinite expressions. How do you wear your Pas Denom?