Brand Tone

Sophisticated, Minimalist, and Confident.

Brand Values

• •Simplicity and Comfort
• •Quality Craftsmanship
• •Timeless and Individual Design
• •Attention to Detail
• •Ukrainian Heritage

Best Practices

• •Lead with Design and Form: Always start with the visual and structural elements of the product. Use words like architectural, geometric, silhouette, form, clean lines, and minimalist.
• •Use Elevated and Economical Language: Keep sentences clear, concise, and impactful. Avoid slang, jargon, or overly casual words. The tone should be as clean as the product designs.
• •Emphasize Material and Origin: Consistently mention the quality of materials ("Italian leather," "supple suede") and the "handmade" nature of the products. This reinforces the core value of craftsmanship.
• •Focus on the "Why," Not Just the "What": Sell the philosophy behind the product. Instead of just "a leather bag," it's "an essential piece for a curated life" or "a statement of understated elegance." Connect the product to a lifestyle of intention and simplicity.
• •Maintain Visual and Textual Harmony: Ensure the copy always matches the aesthetic of the visuals. If the photo is minimalist and clean, the text must be as well. This consistency across all platforms is crucial for building a strong, recognizable brand identity.

Social Perception

A Niche, Design-Led Brand; High-Quality and an Investment; Aesthetically Focused.

Copy Examples

• •The Shape of Simplicity. Handcrafted leather goods designed for life's every step.
• •Architectural lines meet supple form. The new La Poche bag is an exercise in restraint and function. Crafted to carry your essentials with effortless elegance.
• •Timeless by Design. Introducing our new collection.
• •Defined by its geometric silhouette and flawless Italian leather, the Mimi Max bag is a statement of quiet confidence. Its versatile design transitions seamlessly from day to night, making it an essential component of the modern wardrobe. Handmade with meticulous attention to detail.
• •We believe in less, but better. ÈTAPE was founded on the principle that true style is timeless. From our studio in Odessa, we create pieces that are not defined by seasons, but by a commitment to quality, simplicity, and enduring design.