Brand Tone

Minimalist & Elegant, Authentic & Story-driven, Bold & Creative, Quality-conscious & Transparent, Calm & Serene

Brand Values

• •Authenticity
• •Quality Craftsmanship
• •Minimalism with Character
• •New Experiences & Serendipity
• •Connection to Nature & Culture
• •Conscious Consumption (implied)

Best Practices

• •Embrace Elegant Simplicity: Use clear, concise language. Avoid jargon or overly complex sentences. Let the quality and design speak for themselves, much like the minimalist aesthetic.
• •Weave in the "New" (Saero): Consistently highlight the novelty, freshness, and unique perspective the brand brings to minimalism, whether it's a new design, a new way of experiencing a texture, or a new story.
• •Tell Authentic Stories: Share the inspiration behind collections, the meaning of Korean cultural elements, or the founder's journey. This builds connection and reinforces the brand's values of authenticity and depth.
• •Balance Minimalism with Boldness: While the aesthetic is minimalist, the copy should also convey the "boldness and character" the clothes aim to inspire. Use words that evoke quiet confidence, creativity, and individuality.
• •Maintain a Calm & Thoughtful Voice: Even when being bold, the underlying tone should be serene and considered, reflecting the inspiration from nature and the mindful approach to design and quality. Avoid overly aggressive or loud marketing language.

Social Perception

Emerging & Respected Newcomer, High-Quality & Aesthetically Pleasing, Authentically Korean, Associated with Simplicity and Elegance, Founder-driven Narrative, Positive Customer Service

Copy Examples

• •Headline: SAERO: New Minimalism. Enduring Character. Body: Discover pieces born from Seoul's quiet innovation. Achromatic essentials, textured layers, and the calm strength of Korean design. For the bold individual who finds beauty in simplicity. #SaeroCollective #KoreanMinimalism #MadeInSeoul
• •Headline: Beyond the Label: Our Korean Promise. Body: "Made in Korea" is more than a tag. It's our heart. From fabric sourced exclusively in South Korea to meticulous Seoul-based craftsmanship, every SAERO piece tells a story of quality and authenticity. Experience the difference. #SaeroStory #AuthenticDesign #QualityFirst
• •Headline: Inspired by Serenity. Designed for You. Body: SAERO COLLECTIVE finds its muse in the tranquil landscapes and untold stories of Korea. Each garment is a new interpretation of minimalism, crafted to bring a touch of avant-garde calm to your everyday. Wear your narrative. #NewCollection #KoreanInspired #MinimalistStyle
• •Headline: The Art of Simplicity. The Spirit of Boldness. Body: In a world of noise, find your signal. SAERO offers a curated collection of androgynous silhouettes and sublime designs that speak with quiet confidence. Designed in Seoul, for the creatively bold. #SaeroWoman #SaeroMan #BoldMinimalism
• •Headline: From Hadong's Warmth to Your Wardrobe. Body: Just as we explored the intimate stories over tea in Hadong for our Antea Social collaboration, each SAERO garment is imbued with a sense of discovery and authentic connection. New experiences, timeless style. #SaeroExperiences #KoreanHeritage #MindfulFashion