Brand Tone

Sophisticated & Elegant, Understated & Minimalist, Intellectual & Considered, Authentic & Transparent, Quietly Confident & Powerful, Respectful & Humble

Brand Values

• •Craftsmanship & Quality
• •Functionality & Wearability
• •Timelessness & Longevity
• •Modernity & Innovation
• •Community & Collaboration
• •Thoughtful Design
• •Integrity & Independence
• •Inclusivity (aspirational/developing)

Best Practices

• •Emphasize Craft and Detail: Always highlight the meticulous construction, quality of materials, and thoughtful design elements. Use specific and descriptive language.
• •Maintain an Educated and Refined Voice: Avoid overly casual slang or overly exuberant marketing hype. The tone should be intelligent, confident, and direct.
• •Focus on "Show, Don't Just Tell": Instead of saying "it's luxurious," describe the elements that make it so (e.g., "the subtle sheen of Italian silk," "the precise fall of a tailored shoulder").
• •Speak to Purpose and Longevity: Frame the garments not just as fashion items, but as considered additions to a lasting wardrobe, designed for the wearer's life.
• •Reflect the Collective and Transparent Ethos (where appropriate): When suitable (especially on social media or "About Us" sections), hint at the team effort and the honest approach to design and production. This builds trust and resonates with the brand's authentic core.

Social Perception

Critically Acclaimed & Respected, Designer for the Modern Woman, Heir to Phoebe Philo's Celine, Cult Following, Mysterious & Intriguing, Innovative & Forward-Thinking, Associated with Quality and Investment Dressing, Recent Helmut Lang Stint

Copy Examples

• •The [Garment Name, e.g., Signature Blazer]. Engineered for life, designed for longevity. Precision tailoring meets everyday utility, a silent statement of enduring style.
• •Beyond the trend. Peter Do offers a new vocabulary of elegance – clean lines, considered details, and the quiet power of a wardrobe built on substance.
• •Feel the difference in every fiber. The [Garment Name, e.g., Spacer Knit Top], a testament to innovative materials and meticulous craftsmanship. Luxury that speaks through its construction.
• •From our studio to your wardrobe. A glimpse into the collective process behind each Peter Do piece. Crafted by many hands, for the discerning individual.
• •Adaptable. Empowering. Uniquely yours. The [Garment Name, e.g., Convertible Trouser] transforms with you, offering a canvas for personal expression through thoughtful design.