Brand Tone

chic, trendy, and aspirational, yet accessible and friendly

Brand Values

• •Quality and Craftsmanship
• •Trend-Focused Design
• •Customer-Centricity
• •Femininity and Style
• •Exclusivity (for handbags)
• •Accessibility

Best Practices

• •Define Your Muse: Always write as if you're speaking directly to your ideal customer – the modern, stylish, confident woman who values quality and trends.
• •Balance Aspiration with Accessibility: Use language that is chic and inspiring, but avoid jargon or an overly exclusive tone. Highlight both the trendiness and the craftsmanship/comfort.
• •Embrace Visual Storytelling: Ensure your copy complements your visuals. If the image is about a casual chic look, the copy should reflect that relaxed sophistication.
• •Be Engaging and Conversational (especially on social media): Ask questions, use emojis where appropriate (like on TikTok and Instagram), and encourage interaction. Maintain a friendly and approachable voice.
• •Highlight Your Barcelona Roots & Craftsmanship: Subtly weave in your heritage and the artisanal quality of your products. This adds a layer of authenticity and value that resonates with customers who appreciate these details.

Social Perception

Customers generally perceive Un Paso Más as a brand offering good quality, stylish, and comfortable shoes, especially valuing their leather products and modern designs. The brand is seen as a Barcelona-based company with a good sense of current fashion. The 'special price' offerings are well-received.

Copy Examples

• •Headline: Step into Your Story. Body: Barcelona-born, globally inspired. Our new SS25 collection is here to walk with you through every chapter. Discover artisanal craftsmanship and designs that speak your language. #UnPasoMasBarcelona #NewCollection
• •Headline: Icons Aren't Made, They're Stepped Into. Body: Trends come and go, but true style is timeless. Our UPM Icons are handcrafted in Spain, designed for the woman who leads the way. Find your signature pair. #UPMICONS #SpanishCraftsmanship
• •Headline: Good Shoes. Good Places. Good Vibes. Body: Life’s too short for boring shoes. Elevate your everyday with Un Paso Más – where Barcelona chic meets ultimate comfort. What adventures are you stepping into today? 😉 #GoodShoesGoodPlaces #BarcelonaStyle
• •Headline: The Art of the Step. The Heart of Barcelona. Body: From our artisan hands to your feet. Each Un Paso Más shoe is a blend of avant-garde design and the timeless quality you deserve. Feel the difference craftsmanship makes. #ArtisanalFootwear #MadeInSpain
• •Headline: Your Next Favorite Pair is Waiting. (And Maybe on Sale!) Body: Treat your feet! Explore our latest arrivals and don't miss our 'Special Price' section for incredible finds. Quality, style, and a little something extra, just for you. Shop now at unpasomas.com! #UnPasoMasDeals #ShoeLove