Brand Tone

relaxed, comfortable, and inclusive

Brand Values

• •Comfort
• •Simplicity
• •Inclusivity
• •Quality

Best Practices

• •Prioritize "Comfort" in Your Vocabulary: Use words like "cozy," "soft," "relaxed," "easy," and "everyday" to reinforce the brand's core value in all communications.
• •Maintain a Unisex and Inclusive Language: Address your audience as a whole. Use inclusive terms and avoid gender-specific language to ensure everyone feels welcome.
• •Keep it Simple and Direct: Avoid overly technical jargon or complex sentences. The copy should be as easy to understand as the clothes are to wear.
• •Focus on the "How it Feels" Aspect: In product descriptions, go beyond visual attributes. Describe the sensation of wearing the clothes—the texture of the fabric and the comfort of the fit.
• •Be Authentic and Relatable: The brand's voice should be down-to-earth and approachable. Position Ursa & Touro as a friend in fashion, not as an untouchable authority.

Social Perception

The brand aims to be perceived as a reliable and accessible option for comfortable, gender-neutral clothing. It is seen as transparent and product-focused, rather than engaging in aspirational or exclusive lifestyle marketing.

Copy Examples

• •Feel the comfort, embrace the style. Our new unisex jacket is designed for your everyday adventures. #UrsaTouro #ComfortInStyle
• •Soft to the touch and effortlessly stylish. Our velvet collection is crafted for those who value comfort without compromising on elegance. Perfect for any time of day.
• •Dress for yourself. Timeless, comfortable, and made for everyone. Discover the new collection.
• •Your new favorite outfit is here. Open for a dose of daily comfort.
• •At Ursa & Touro, we believe that fashion should feel good. That's why we create high-quality, unisex pieces that fit your life, not the other way around. Simple, comfortable, and always authentic.