Brand Tone

Sophisticated, Minimalist, and Confident.

Brand Values

• •Quality
• •Minimalism
• •Durability

Best Practices

• •Lead with "Less is More": This principle should apply to both product design and copywriting. Use concise, impactful sentences. Avoid jargon, hyperbole, and unnecessary adjectives. The copy should be as clean and uncluttered as the wallets themselves.
• •Focus on Materials and Craftsmanship: Consistently use specific, high-quality terms when describing the products (e.g., "full-grain leather," "saddle-stitched," "burnished edges"). This educates the customer and reinforces the brand's commitment to quality.
• •Speak to the "Why," Not Just the "What": Instead of just saying a wallet is slim, explain the benefit: it creates a cleaner silhouette, it’s more comfortable, it encourages a more intentional life. Connect the product features to the customer's values and aspirations.
• •Maintain a Confident, Direct Voice: Use declarative statements. Avoid weak or hesitant language ("we think," "sort of"). The tone should reflect a brand that is an authority in its niche and fully believes in the quality of its product.
• •Ensure Visual and Textual Harmony: The minimalist aesthetic of the website should be mirrored in all written content. Use ample white space in text layouts, choose clean and classic fonts, and ensure that the tone of the copy always matches the sophisticated, modern visuals.

Social Perception

Niche and Undefined.

Copy Examples

• •The Last Wallet You’ll Ever Need. Premium leather, minimalist design.
• •Your pockets are cluttered. Your life doesn't have to be. The Stilett wallet is designed for the essentialist—crafted from a single piece of full-grain leather to carry only what you need. Simplify your carry.
• •Engineered for elegance and efficiency. Our signature cardholder is cut from premium, vegetable-tanned leather that develops a unique patina over time. It holds up to 6 cards and a few folded bills without adding bulk. Less in your pocket, more peace of mind.
• •An Introduction to a Simpler Life
• •We didn't set out to reinvent the wallet. We set out to perfect it. In a world of excess, Stilett was founded on a simple principle: true luxury is not about what you add, but what you can take away.