Brand Tone

Authentic & Transparent, Passionate & Enthusiastic, Storytelling & Personal, Thoughtful & Conscious, Community-Focused & Engaging, Slightly Humble & Down-to-Earth

Brand Values

• •Quality & Craftsmanship
• •Sustainability & Zero Waste
• •Transparency
• •Conscious Consumption
• •Community & Connection
• •Meaning & Storytelling
• •Independence

Best Practices

• •Lead with the "Why": Always connect product features back to the brand's core values of quality, sustainability, and thoughtful design. Don't just describe a jacket; explain the intention behind it.
• •Embrace Storytelling: Share the narrative behind each batch, material, or design choice. Make it personal and relatable, as if talking to an interested friend.
• •Be Radically Transparent: Don't shy away from sharing details about the production process, sourcing, or even the challenges. This builds trust and reinforces authenticity.
• •Champion Longevity & Conscious Choice: Use language that encourages customers to see their purchase as a long-term investment rather than a fleeting trend. Highlight durability and timeless style.
• •Foster a Dialogue: Write in an open, engaging way. Ask questions, invite feedback, and make customers feel like they are part of the Paynter journey and community.

Social Perception

Highly Respected & Admired, Premium Quality, Ethical & Sustainable Leader, Exclusive & Desirable, Trustworthy & Transparent, Community-Oriented

Copy Examples

• •New Batch Announcement (Instagram): It begins with a story, a carefully chosen cloth, and a respect for the hands that will craft it. Batch No. [X] is more than our next jacket; it's a companion in the making, designed in London, woven in [Fabric Mill Location], and sewn with precision by our partners in Portugal. Limited numbers, made to order, for a life of wear. Sign up to our newsletter – you'll be the first to know.
• •Material Spotlight (Blog/Newsletter): This isn't just [fabric type, e.g., corduroy]. It’s a [specific detail, e.g., Brisbane Moss 8 wale corduroy], rich with heritage and built to soften beautifully with every year. We chose it for its enduring character and comfort, knowing it will tell your stories for decades to come. Explore the journey of our [Jacket Name] and the materials that make it.
• •Behind-the-Scenes (Instagram Story Series): Slide 1 (Video of fabric cutting): From bolt to Batch. See your [Jacket Name] begin its journey at our family-run factory in Portugal. Slide 2 (Photo of details being sewn): Every stitch, every button, considered. We believe in transparency, so you know exactly who made your clothes, and how. Slide 3 (Founders with jackets): Nearly ready. We can’t wait for these to become part of your adventures. #PaynterJourney #MadeToLast
• •Sustainability Message (Website About Page): Waste, to us, is a design flaw. That's why we don't have a stockroom. We make only what’s needed, when it’s ordered. Four times a year, a new Batch is born from iconic designs and the best materials we can find. It’s a slower, more thoughtful way to make clothes – and we think, a better way for our planet and your wardrobe.
• •Customer Community Post (Instagram): Spotted: A well-loved Paynter out in the wild! Nothing makes us happier than seeing our jackets become part of your life. Thanks for sharing, [Customer Tag]. Where has your Paynter taken you? Share your moments with #PaynterAdventures – we’re building this story together.