Brand Tone

sophisticated, conscious, and serene

Brand Values

• •Timelessness
• •Quality Craftsmanship
• •Curated Minimalism
• •Sustainability
• •Personal Connection

Best Practices

• •Prioritize "Timeless" over "Trendy": Always frame products in the context of longevity. Use words like "staple," "essential," "investment piece," "enduring," and "classic" instead of "new trend," "must-have," or "this season's look."
• •Focus on Sensory and Quality Details: Use descriptive language that highlights the feel of the fabric, the precision of the cut, and the origin of the material. Words like "meticulously crafted," "soft-to-the-touch," "premium," and "thoughtfully designed" reinforce the value of quality.
• •Maintain a Calm and Confident Voice: The tone should be assured and serene, never pushy or loud. Avoid excessive use of exclamation points, emojis, or urgent calls-to-action ("Hurry, selling fast!"). The copy should feel as calm and curated as the store itself.
• •Tell the "Unfold" Story Subtly: Weave the brand's philosophy into the copy. Connect products to the idea of enhancing a customer's personal story or simplifying their life. Phrases like "a new chapter for your wardrobe" or "style that tells your story" can be effective.
• •Ensure Visual and Textual Harmony: Every piece of copy should match the clean, minimalist, and high-quality aesthetic of the brand's photography and web design. The amount of text should be balanced with white space, and the language should be as uncluttered as the visual presentation.

Social Perception

UNFOLD Delft is perceived as a beloved destination for fashion lovers and a stylish fashion boutique. It's recognized for its high-quality brands, minimalist accessories, and elegant, minimalistic, and sophisticated items, with a strong appreciation for its curated selection and cozy atmosphere.

Copy Examples

• •The art of simplicity. Our new Lisa Yang knit is crafted from the finest cashmere, offering timeless warmth and an understated elegance that lasts beyond the season. A piece to treasure for years to come. #UnfoldDelft #TimelessStyle #Cashmere #SlowFashion
• •Meet your new wardrobe cornerstone. These trousers from Closed are meticulously tailored for a flawless fit that is both modern and timeless. Made from a premium, durable twill, they are designed for effortless elegance, whether paired with a silk blouse or a simple tee. Invest in quality, invest in style that endures.
• •Conscious Choices, Timeless Style. At UNFOLD Delft, we believe in fashion with intention. Discover our curated collection of sustainable and high-quality brands designed to be cherished, not just worn. Build a wardrobe that reflects your values without compromising on elegance. Visit us on the Markt in Delft or explore online. #SustainableFashion #Delft #ConceptStore #QualityOverQuantity
• •An everyday ritual, elevated. True style extends beyond your wardrobe. Introducing our new hand-poured candles from [Brand Name]. With subtle, natural scents and a minimalist ceramic vessel, they are designed to bring a moment of calm and sophistication to your space. Create a home that feels as timeless and considered as your style. Explore the full 'Living' collection at UNFOLD.
• •Textures of the season. Quality you can feel. Discover the collection in-store and online.