Brand Tone

Minimalist, professional, and aspirational. Confident and understated, direct and product-centric, projecting an image of style authority.

Brand Values

• •Curation
• •Quality
• •Aesthetics & Design
• •Exclusivity

Best Practices

• •Prioritize the Product: Always make the product the hero. Use clear, high-quality visuals and let the copy support, rather than overshadow, the item.
• •Be Deliberately Concise: Use short, declarative sentences. Avoid filler words and overly descriptive adjectives. The tone is confident and doesn't need to oversell.
• •Maintain a Neutral, Professional Voice: Avoid using overly familiar language, slang, emojis, or exclamation points. The tone should reflect the premium nature of the products.
• •Emphasize "Curation" and "Quality": Regularly use terms like "curated," "selected," "engineered," "premium," and "timeless" to reinforce core brand values.
• •Let Aesthetics Guide You: Ensure all written content, from website copy to social media captions, visually aligns with the brand's clean, minimalist aesthetic. Use ample white space and a consistent, simple font.

Social Perception

Perceived as a premium, niche retailer for sneaker enthusiasts and those who appreciate Scandinavian and modern design. It's seen as a destination for specific, sought-after brands, appealing to style-conscious urbanites who value quality and invest in a carefully constructed personal aesthetic.

Copy Examples

• •The New Balance 990v6. A legacy of performance, refined for today. Now available. #UrbanConcept #NewBalance #990v6
• •Salomon: Engineered for the intersection of city streets and mountain trails. Discover the collection.
• •Curated for the Season: The Latest from On and Karhu.
• •Unmatched Cushioning. Engineered for Comfort. The Hoka Clifton. Shop now.
• •Your Daily Commute, Elevated. Urban Concept curates footwear for the modern journey. Shop premier brands built to last.