Brand Tone

cool, exclusive, and community-focused

Brand Values

• •Aesthetic & Style
• •Exclusivity & Uniqueness
• •Community & Identity

Best Practices

• •Embrace Minimalism: Keep copy concise and impactful. The brand's aesthetic is clean; the language should be too. Avoid overly descriptive or flowery sentences.
• •Reinforce the "Group": Consistently use words like "group," "we," "us," and the tagline "WE ARE SAPES" to cultivate the community identity. Every piece of copy should invite the customer to be part of something bigger.
• •Speak the Language of Exclusivity: Always use the "drop" terminology for new releases. Phrases like "limited run," "once it's gone," and "exclusive access" should be standard to maintain the sense of scarcity.
• •Let Visuals Lead: Trust the high-quality photography and design to do the heavy lifting. The copy should complement the visuals, not describe them. Use short, punchy headlines and captions that add to the mood.
• •Maintain Platform Consistency: The tone on the website, Instagram, and any future platforms must be identical. A customer should feel the same 'sapes' vibe whether they are reading a product description or an Instagram caption.

Social Perception

Aspirational and stylish, fostering an in-group appeal where customers feel part of an exclusive club.

Copy Examples

• •DROP 005 is now live. Built for the group. Available until it's gone. #sapes #sapesgroup
• •The foundation of the uniform. Our Essential Tee is crafted from heavyweight cotton for a structured fit that holds its shape. Minimalist front graphic. Standard fit. Join the group.
• •WE ARE SAPES. Explore the latest collection.
• •How do you wear yours? Show us your style. Tag @sapes.group.
• •Inside Access: The Next Drop Is Coming.