Brand Tone

Artisanal & Passionate, Authentic & Transparent, Warm & Community-Oriented, Inspired & Aspirational, Conscious & Values-Driven

Brand Values

• •Craftsmanship
• •Quality
• •Sustainability & Slow Fashion
• •Authenticity & Transparency
• •Community
• •Independent & Woman-Owned
• •Care

Best Practices

• •Emphasize "Handmade" and "Artisanal": Consistently use words and phrases that highlight the human touch, craftsmanship, and the small-batch nature of the products (e.g., "crafted by hand," "studio-made," "artisan quality").
• •Tell the Story: Weave in elements of the Bryr story—the founder's vision, the San Francisco roots, the inspiration from the West Coast lifestyle, and the meaning behind the name "Bryr." This adds depth and authenticity.
• •Use Warm, Inclusive, and Personal Language: Address the audience directly and personally where appropriate. Foster a sense of community by using inviting language. Share stories about the team and customers to build connection.
• •Highlight Core Values Proactively: Don't just state values; show them. Talk about the sustainable materials, the made-to-order process as a way to reduce waste, the quality that leads to longevity, and the community initiatives.
• •Maintain Visual and Verbal Harmony: Ensure the copy complements the clean, warm, and stylish aesthetic of Bryr's photography and website design. The language should feel as thoughtfully crafted as the clogs themselves.

Social Perception

High-Quality & Artisanal, Stylish & Desirable, Ethical & Trustworthy, Long Wait, But Worth It, Community Focused, Comfortable & Durable

Copy Examples

• •Headline: Handcrafted for Your Journey. Made with Soul in San Francisco. Body: Each pair of Bryr clogs begins with the finest American leathers and sustainable wood, shaped by the hands of our dedicated artisans. Because we believe in footwear as unique and authentic as you are. Discover the Bryr difference.
• •Social Media Post (Instagram - with a picture of clogs being made): Caption: From our hands to your feet. ✨ The journey of a Bryr clog is one of passion, precision, and a deep respect for craftsmanship. We love sharing glimpses of our San Francisco studio, where every detail matters. What story will your Bryrs tell? #BryrStudio #HandmadeClogs #SlowFashion #MadeInSF
• •Product Description Snippet (for a specific clog style): Meet the [Clog Name] – a timeless silhouette infused with our signature West Coast ease. Crafted from supple [Leather Type] leather that molds to your foot and a lightweight, sustainably sourced wooden base, these clogs aren't just made, they're made for *you*. Ready for all of life's adventures, big and small.
• •Email Subject Line (for a newsletter): Inside the Studio: Stories, Style, and a Touch of Bryr Magic ✨ Email Preview Text: A peek at what we're crafting, the values we hold dear, and how our community inspires us every day.
• •About Us Page Excerpt: Bryr (Swedish for 'to care') is more than just a name – it’s the philosophy woven into every pair of clogs we create. Founded in 2012 by Isobel Schofield, our small team of artisans in San Francisco is dedicated to the art of slow fashion, crafting beautiful, durable footwear from thoughtfully sourced materials. We believe in the intrinsic value of well-made things and the community that forms around them.