Brand Tone

Premium & Curated, Purposeful & Functional, Understated & Sophisticated, Knowledgeable & Discerning

Brand Values

• •Craftsmanship & Quality
• •Innovation & Purposeful Design
• •Timelessness
• •Integrity & Responsibility
• •Curation

Best Practices

• •Highlight Materiality and Origin: Detail the quality of materials used.
• •Emphasize "Made in Canada" or "Made in Japan" aspect to reinforce craftsmanship and ethical production.
• •Use minimalist aesthetic descriptions to convey understated sophistication.
• •Focus on the functionality and purpose of the design.
• •Maintain a knowledgeable and discerning tone when describing products.

Social Perception

Respected Retailer, Quality-Focused, Authoritative Voice, Desirable Destination

Copy Examples

• •Equipment for Living.
• •HAVEN: Curated selection of high-quality menswear.
• •Crafted with the world's finest materials.
• •Designed for everyday life and to withstand various conditions.
• •HAVEN filter for quality and utility.