Brand Tone

Sophisticatedly Playful, Consciously Crafted, Inclusive & Approachable

Brand Values

• •Quality & Craftsmanship
• •Timeless Style with a Modern Twist
• •Sustainability
• •Inclusivity & Individuality
• •Playfulness & Curiosity
• •Connection to Copenhagen

Best Practices

• •Balance Sophistication with Playfulness: Ensure that while the language is elevated and reflects quality, there's always room for a touch of wit, unexpected phrasing, or a nod to the brand's more whimsical elements like the Teddy. Avoid being overly stiff or, conversely, too informal.
• •Highlight Conscious Choices Subtly: Weave in mentions of sustainability, organic materials, or timeless design naturally, rather than making it the sole focus of every message (unless it's a dedicated sustainability communication). It should feel like an inherent part of the brand's quality promise.
• •Embrace the Copenhagen Heritage: Casually reference the brand's Danish roots and the city's influence where appropriate. This adds a layer of authenticity and grounds the 'Scandinavian cool' aesthetic.
• •Speak to an Inclusive Audience: Use language that feels welcoming to a broad audience, acknowledging the unisex appeal of many items and the brand's value of inclusivity. Avoid overly gendered language where possible.
• •Maintain Visual-Verbal Harmony: Ensure the tone of the copy aligns with the visual aesthetic. Clean, minimalist visuals should be paired with clear, concise, and stylish copy. Playful visuals can accommodate slightly more whimsical language. Across all platforms, strive for a cohesive voice that reflects the 'Curiosity at Work, Confidence at Play' ethos.

Social Perception

Respected & Award-Winning, High-Quality & Stylish, Modern & Forward-Thinking, Accessible High Fashion

Copy Examples

• •Instagram Post (New Collection): Meet the new essentials. Crafted with Scandinavian precision, designed with a curious spirit. Our latest collection blends timeless silhouettes with unexpected details – because style should be serious fun. Explore online now. #TonsureOfficial #CopenhagenCool #PlayfulPrecision
• •Product Description (Teddy Oxford Shirt): More than just a shirt, it's a piece of Copenhagen. Our classic Oxford, reimagined with the iconic Tonsure Teddy – a nod to the city's vibrant heart. Made from 100% organic cotton for lasting comfort and conscious style. Wear it your way. #TonsureTeddy #ConsciousCraft #MenswearReimagined
• •Email Newsletter Subject: Timeless. Playful. Consciously Tonsure. Body Snippet: This season, we're diving deeper into what makes Tonsure, Tonsure. Expect the quality you know, the playful details you love, and a continued commitment to a more sustainable way of dressing. Discover pieces designed to last, not just in style, but in substance.
• •TikTok Video Caption (Styling Video): Weekend forecast: 100% chance of good vibes & great style. 🤘 Our [Product Name] isn't just made well, it's made to play. Show us how you rock your Tonsure! #TonsurePeople #StyleChallenge #CopenhagenVibes #UnisexFashion
• •Website 'About Us' Snippet: Founded in Copenhagen, Tonsure is where meticulous craftsmanship meets a playful curiosity. We create inclusive menswear (and pieces everyone loves) that’s built to last, blending timeless Danish design with a contemporary edge. It's about clothes that feel as good as they look, made with respect for the planet. Welcome to our world.