Brand Tone

Sophisticated, minimalist, and confident. Direct, uncluttered, and focused on quality and craftsmanship. Professional and elevated, appealing to a discerning customer.

Brand Values

• •Quality Craftsmanship
• •Modern Minimalism
• •Understated Luxury
• •Curated Selection
• •Functionality and Style

Best Practices

• •Lead with Quality: Always begin product descriptions and marketing messages by highlighting the quality of the materials or the craftsmanship. Use specific and confident language.
• •Embrace Minimalism: Keep sentences clear, concise, and to the point. Avoid jargon, slang, or overly effusive language. The copy should be as clean as the brand's aesthetic.
• •Focus on 'Why,' Not Just 'What': Instead of just listing features, explain the benefit of those features in a way that aligns with the brand values. For example, instead of "has many card slots," use "designed to carry your essentials without the bulk."
• •Maintain a Confident Voice: Use assertive and declarative sentences. Avoid questions or hesitant phrasing. The brand knows its worth and the copy should reflect that.
• •Visual and Textual Harmony: Ensure that the tone of the copy is always in sync with the visual presentation. The clean, high-quality photography on the website should be matched by equally polished and sophisticated text.

Social Perception

A niche, 'in-the-know' destination for high-quality men's accessories; exclusive and confident, appealing to self-assured consumers valuing quality and minimalist aesthetics.

Copy Examples

• •Engineered for life. Crafted from a single piece of full-grain leather, our minimalist wallet is built to endure. A testament to timeless design and uncompromising quality.
• •Simplicity is the ultimate sophistication. Our classic timepiece features a clean, unadorned face and a reliable Japanese quartz movement, housed in a surgical-grade stainless steel case. It's not about telling time, but about how you value it.
• •Modern Essentials. Uncompromising Quality. Discover a curated selection of goods designed for the discerning individual. This is ROUGH CUT.
• •We believe in less, but better. ROUGH CUT was founded on the principle that true style is a matter of substance, not trend. Each piece in our collection is a tribute to superior craftsmanship and minimalist design.
• •The Pursuit of Permanent Style.