Brand Tone

Authoritative & Knowledgeable, Understated & Cool, Exclusive & Curated, Direct & Informative, Community-Oriented (Subtly)

Brand Values

• •Curation
• •Authenticity
• •Exclusivity
• •Community
• •Quality
• •Timelessness & Homage (for in-house line)

Best Practices

• •Prioritize Product & Information: Lead with the product. Keep copy concise and focused on essential details (name, brand, release info, key features). Avoid overly descriptive or flowery language.
• •Maintain an Understated Confidence: The tone should reflect a quiet assurance in the quality and exclusivity of the products. No need for excessive hype or exclamation points.
• •Use Clean and Direct Language: Opt for simple, clear sentence structures. Get straight to the point. This aligns with the minimalist aesthetic often seen in their visuals.
• •Subtly Emphasize Exclusivity: Words like "limited," "curated," "select," or announcing specific drop times can reinforce the exclusive nature of offerings without being overt.
• •Visual Consistency is Key: Ensure photography and graphic design mirror the copy's tone – clean, high-quality, product-focused, and often minimalist. This synergy reinforces the overall brand perception.

Social Perception

Respected Authority, Premier Destination, Trusted Curator, Culturally Connected, Reliable

Copy Examples

• •The [Sneaker Model Name]. Arriving [Date] at [Time] CST. Available in-store and at saintalfred.com. Limited quantities.
• •Saint Alfred presents the latest from [Brand Name]. Discover meticulously crafted essentials and signature silhouettes. Now available.
• •STA Fall/Winter '24. Chicago-inspired. Globally recognized. Explore the new collection of premium basics.
• •STA x [Collaborator Brand]. Details soon. #SaintAlfred
• •Since 2005. Curating the best for Chicago and beyond. Thank you for your continued support. #SaintAlfred