Brand Tone

sophisticated, minimalist, and personal

Brand Values

• •Quality Craftsmanship
• •Thoughtful & Timeless Design
• •Durability and Longevity
• •Authenticity and Passion

Best Practices

• •Prioritize "Timeless" over "Trendy": Avoid using fleeting slang or referencing short-lived trends. The language should reflect the enduring nature of the products.
• •Focus on the "Why" Behind the "What": Instead of just listing features (e.g., "leather bag"), explain the benefit and the intention (e.g., "A leather chosen for its unique ability to develop a personal patina over time").
• •Embrace Minimalism in Language: Use clear, concise, and deliberate language. Avoid overly descriptive or flowery prose. Let the quality of the product and the visuals do most of the talking.
• •Tell the Story of Quality: Consistently weave in the narrative of craftsmanship, durable materials, and thoughtful design. Use terms like "hand-selected," "solid brass," "full-grain," and "built to last" to reinforce brand values.
• •Maintain a Personal yet Professional Voice: Write as if you are a passionate creator sharing your work. Be approachable and authentic, but maintain a level of sophistication that aligns with the premium nature of the products. Use "we" and "our" to foster a direct connection with the customer.

Social Perception

Shuren Projects is perceived as a niche label for those in the know, appealing to a sartorially-inclined audience. It's seen as offering unique, well-made items with an aesthetic evoking a 'simple and laid-back life,' with a strong appreciation for quality and unique design. Some concern exists regarding transparency on environmental and social practices.

Copy Examples

• •More than a bag. It's a diary of your days, a keeper of stories, a companion on your journey. Crafted from premium leather to age as beautifully as you do. #ShurenProjects #MadeToLast
• •The End of the Search for the Perfect Bag. Discover Timeless Design and Uncompromising Quality.
• •Engineered for a life in motion. The essential crossbody, redesigned for effortless wear and maximum utility. Solid brass hardware and full-grain leather provide a quiet statement of quality. Every detail is considered, so you can focus on your day.
• •Inside the Project: The Details That Define Our Designs
• •(Headline): Built for Your Everyday. (Body): From the morning commute to the evening out, your bag should be the last thing on your mind. Discover the Shuren Projects collection—where functional design meets lasting quality. (Card 1): Supple, full-grain leather that gets better with every use. (Card 2): Solid brass hardware for a lifetime of reliability. (Card 3): A minimalist aesthetic for effortless style.