Brand Tone

Confident & Bold, Edgy & Urban, Empowering, Direct & Unapologetic, Artistic/Creative

Brand Values

• •Individuality/Identity
• •Self-Trust/Confidence
• •Quality & Function
• •Amsterdam Roots
• •Female Empowerment
• •Avant-Garde/Creativity

Best Practices

• •Develop a Core Messaging Guide: Document key brand phrases, approved terminology (e.g., "Identity driven," "Amsterdam Essentials," "Avant-garde"), and words to avoid. This ensures everyone writing for the brand uses a unified voice.
• •Embrace Active Voice & Strong Verbs: Use direct, impactful language. Instead of "Our clothes can be worn to show...", say "Show your...". This aligns with the confident and bold tone.
• •Be Unapologetically "Amsterdam": Consistently weave in the brand's origin story and the city's edgy, creative spirit into narratives. This reinforces authenticity and a key differentiator.
• •Focus on "The Individual": Frame copy around self-expression, identity, and empowerment. Address the customer directly and speak to their desire to stand out and be authentic.
• •Visual & Textual Harmony: Ensure the copywriting tone is consistently reflected in the visual elements used across all platforms. Edgy copy needs edgy imagery; confident text pairs with confident visuals. The message should be cohesive.

Social Perception

Emerging/Niche, Moderately Positive (with caveats), Streetwear Appeal, Confusion Exists

Copy Examples

• •Headline: AMSTERDAM BORN. IDENTITY DRIVEN. Body: Don't just wear clothes. Make a statement. TRUST Amsterdam crafts fashion for those who define their own path. This is beyond basics. This is self-expression. Call to Action: Shop The Collection.
• •Headline: NO SACRIFICE. ALL ATTITUDE. Body: Why choose between comfort and edge? Our latest drop brings avant-garde design to everyday essentials. Function meets fearlessness. Call to Action: Discover What's New.
• •Headline: THEY CALLED YOU 'NOT BASIC'. PROVE THEM RIGHT. Body: The 'I'AM Not Basic' collection is here. For the bold. For the unapologetic. For you. Designed in Amsterdam, worn by individuals. Call to Action: Own Your Style.
• •Headline: TRUST YOUR INSTINCTS. AND YOUR WARDROBE. Body: In a world full of noise, find your frequency. TRUST Amsterdam delivers quality pieces that speak your language. Confident. Creative. Conscious. Call to Action: Explore Amsterdam Essentials.
• •Headline: FEMALE FOUNDED. FUTURE FOCUSED. Body: We're building more than a brand; we're building a community. Rooted in Amsterdam, designed for global impact. Wear your values. Call to Action: Join the TRUST Movement.