Brand Tone

Aspirational, empowering, and deeply conscious, conveying innovation and grounded principles.

Brand Values

• •Sustainability
• •Creative Collaboration
• •Hyper-Local Production

Best Practices

• •Lead with the 'Why': Every piece of copy, from a product description to a social media post, should connect back to the core values of sustainability, collaboration, or local production. Always explain why a product is made the way it is.
• •Use Empowering Language: Employ active, confident, and inspiring language. Phrases like 'Join the journey,' 'Be the change,' and 'Walk Your Talk' reinforce the brand's aspirational and conscious tone.
• •Tell Specific Stories: Avoid vague claims like 'eco-friendly.' Be specific. Talk about 'natural latex,' '3DTI technology,' your production location in 'Van Gendt Hallen,' and the names of the artists you collaborate with. Transparency builds trust.
• •Humanize the Brand: Regularly feature the people behind the product—the founders, the designers, the local manufacturing team. This reinforces the values of collaboration and community and makes the brand more relatable.
• •Maintain a Consistent Digital Voice: Since the brand's social media presence is a major weakness, establishing it is the first step. Once created, ensure the tone, visuals, and messaging are consistent across the website, Instagram, Facebook, and any other chosen platform to build a recognizable and trusted brand identity.

Social Perception

Niche and largely unknown due to low visibility, with potential for brand confusion, yet perceived positively by engaged users seeking sustainable and ethical products.

Copy Examples

• •Amsterdam, these are your shoes. Made in your city, for your streets. Walk the talk.
• •The new Amsterdam Sandal isn't just made. It’s grown from natural latex and created right here in Van Gendt Hallen. Designed for circularity, so your step forward leaves a smaller footprint. This is the future of footwear.
• •We started with a question: what if a shoe could carry a story? From collaborating with artists in Colombia to pioneering city-based circular manufacturing in Amsterdam, our story is one of action. #SYou #WalkYourTalk
• •This is [Artist's Name]. The creative force behind our latest limited edition sneaker. We don’t just work with designers; we partner with storytellers to turn every pair of SYOUs into a wearable piece of art.
• •Don't Just Wear the Change. Walk It.