Brand Tone

Aspirational yet Accessible

Brand Values

• •Function with Purpose
• •Inspired Design
• •Affordable Quality
• •Modern Elegance
• •Community

Best Practices

• •Always Lead with "Function with Purpose": Every piece of copy, from a short tweet to a product description, should connect the product's style to a tangible benefit. Always answer the question: "How does this make my life better or easier?"
• •Use the "Aspirational yet Accessible" Tone: Employ sophisticated and elegant words like "elevate," "redefined," "essential," and "timeless." However, always pair this with an inclusive and encouraging call to action ("Join the Club," "Your Daily Carry") to remain approachable.
• •Reference Japanese-Inspired Design: Consistently mention the "Japanese-inspired" aesthetic, "minimalist frames," or "clean lines." This reinforces the brand's unique design philosophy and key differentiator.
• •Keep it Clear and Concise: Reflect the minimalist aesthetic in the writing. Use short sentences, clear headlines, and scannable bullet points. Avoid overly technical jargon and focus on the direct impact on the customer.
• •Incorporate Social Proof and Community: Use community-focused hashtags like #ShigetsuClub and #TeamGetsu. Encourage user-generated content and feature customer photos and positive reviews in marketing materials to build trust and reinforce the brand's popularity.

Social Perception

The general public perceives Shigetsu as a reliable and trendy source for affordable fashion accessories. It is seen as a smart choice for style-conscious consumers who are also budget-conscious, strongly associated with online shopping platforms. Customers feel they are getting excellent aesthetic value for the price, often surprised by packaging quality. While not a luxury brand, it has successfully carved out a niche as a go-to for stylish, functional, and accessible everyday essentials.

Copy Examples

• •Your Screen Time, Redefined. Long hours, brilliant ideas. Don let eye strain dim your focus. Our RadPro glasses are engineered to block harmful blue light with a Japanese-inspired minimalist frame that complements your look. See clearly, work beautifully. #FunctionWithPurpose
• •The 9-to-5 and Beyond. From the boardroom to after-work drinks, the Shigetsu Monogram Backpack carries your ambition. With dedicated compartments for your tech and a design that signals quiet confidence, you're always prepared. Elevate your daily carry.
• •Your weekend outfit is missing this. Keep your essentials close and your style on point. The new Esashi Sling Bag is all about effortless cool. Lightweight, durable, and designed for life on the move. Join the #ShigetsuClub. ✨
• •Effortless Protection, Timeless Style. Meet the Tayohara Sun Shield. Featuring a classic acetate frame and full UV400 protection, these sunglasses are your essential defense against the sun g lare. Designed for all-day comfort and versatile styling, they are the perfect fusion of Japanese aesthetics and practical function.
• •Inside: Your New Favorite Accessory You don have to choose between style and practicality. At Shigetsu, we believe in function with purpose. That s why our latest collection of bags and eyewear is crafted to not only complete your look but to enhance your day. Discover timeless pieces at a price you ll love.