Brand Tone

Classic, Sophisticated, and Authoritative

Brand Values

• •Tradition
• •Quality
• •Style

Best Practices

• •Maintain an Elevated Vocabulary: Continue using sophisticated and evocative words like "legacy," "heritage," "timeless," "authentic," and "refined." Avoid overly casual slang or modern jargon to protect the classic feel of the brand.
• •Emphasize Storytelling: Every beret style has a history. Weave this history into product descriptions, ads, and content. Whether it's the rustic origins of the Basque beret or the rebellious cool of the newsboy cap, stories add value and emotional connection.
• •Focus on "The Why," Not Just "The What": Instead of just selling a beret, sell what it represents: confidence, individuality, a connection to history, and timeless style. The copy should inspire customers to be the kind of person who wears a beret.
• •Create a Persona: Write as if you are a curator in a fine gallery. The voice should be knowledgeable, passionate, and slightly formal but approachable. This persona should guide all communications, from the website copy to potential customer service interactions.
• •Be Consistent Across All (Future) Channels: If the brand expands to social media or other platforms, this established tone must carry over. An Instagram post should feel as classic and curated as the website's homepage. This creates a strong, recognizable, and trustworthy brand identity.

Social Perception

Niche and Undefined. The perception is currently shaped entirely by the brand's self-presentation on its website. Customers who find the site are likely to perceive it as a serious, specialized retailer with a deep selection. However, there is no evidence of a broader reputation, either positive or negative. The brand is perceived as a destination for a specific product rather than a well-known fashion label.

Copy Examples

• •More Than a Hat. A Legacy. From the fields of the Basque Country to the fashion runways of Paris, the beret is a symbol of tradition and timeless style. Discover our curated collection and find the piece of history that tells your story.
• •Define Your Style. Don't just follow trends, create a signature look. Our classic wool berets are crafted for the modern individual who values quality and heritage. Available in over 20 colors. Shop the collection now. #UniversoBoina #ClassicStyle #Beret
• •The Icon. The Original. Our classic beret is the cornerstone of any sophisticated wardrobe. Made from 100% virgin wool, it offers both warmth and an unparalleled silhouette. Versatile and effortlessly elegant, it’s the definitive accessory for a touch of European chic. Perfect for any season, any occasion.
• •The Story Behind Your Favorite Accessory Did you know the beret has roots in ancient Greece and was a symbol of resistance during WWII? At Universo Boina, we believe every accessory should have a soul. Our blog this week delves into the fascinating history of the military beret, a symbol of strength and honor. Explore the story, then shop our military-inspired collection.
• •Get the Shelby Look. Step into the world of the Peaky Blinders with our collection of authentic newsboy caps. Tough, stylish, and full of character—this is the cap for those who lead, not follow. By order of Universo Boina.