Brand Tone

Sophisticated, modern, and professional, with an approachable and versatile edge.

Brand Values

• •Quality and Craftsmanship
• •Style and Fashion Sense
• •Versatility and Practicality
• •Modern Minimalism with an Edge
• •Customer Experience

Best Practices

• •Develop a Brand Voice Guide: Document the core attributes of VALINO's tone (sophisticated, modern, professional, approachable, versatile, edgy) with clear dos and don'ts and examples. This guide should be the go-to resource for anyone creating content.
• •Focus on the "Sophisticated Urban Consumer": Always write with this target audience in mind. Use language and scenarios that resonate with their lifestyle, aspirations, and daily needs – from professional settings to stylish leisure.
• •Highlight Versatility and Modern Minimalism: Consistently weave in messaging about how VALINO pieces are "day-in day-out companions" and embody "minimalist design" with an "edginess." Showcase how items can be styled for multiple occasions.
• •Maintain Visual and Textual Cohesion: Ensure that the language used in copywriting aligns with the visual aesthetic presented on the website and social media (e.g., polished, modern, clean). This creates a unified brand experience.
• •Train and Review: Provide training to all content creators on the brand voice. Implement a review process to ensure all copy, from social media posts to product descriptions, consistently reflects VALINO's desired tone before publication.

Social Perception

VALINO Store is generally perceived as a provider of formal and semi-formal wear for urban professionals in Indonesia. It is recognized as a local Indonesian brand with a growing presence in major shopping malls. Customers on platforms like Zalora appreciate the brand for its simple, elegant designs suitable for work. The brand is evolving to strengthen its women's collection and incorporate more casual and fashion-forward daily wear. Online, their social media, particularly Instagram and TikTok, portrays a trendy and aspirational lifestyle.

Copy Examples

• •Headline: VALINO: Elevate Your Everyday. Body: From boardroom presence to after-work poise, discover minimalist designs with a modern edge. VALINO is crafted for the discerning urban individual who navigates life with sophistication and style. Shop the new collection. Keywords: Sophisticated, Modern, Minimalist, Urban, Style.
• •Headline: Seamless Style, All Day Long. Body: VALINO understands the dynamic pace of city life. Our latest collection offers versatile essentials that transition effortlessly from your morning power meeting to your evening wind-down. Experience the perfect blend of comfort and chic. Keywords: Versatile, Effortless, Comfort, Chic, Urban Lifestyle.
• •Headline: The Art of Minimalist Edge. Body: At VALINO, we believe true style speaks volumes in its subtlety. Discover impeccably crafted apparel that combines clean lines with a distinctive edginess, designed for those who appreciate modern sophistication. Keywords: Minimalist, Edge, Crafted, Modern Sophistication.
• •Headline: Dress the Part. Own Your Day. Body: Confidence starts with what you wear. VALINO's curated collection for men and women empowers you to make your mark. Sharp, sleek, and always sophisticated – find your signature look today. Keywords: Confidence, Empower, Sharp, Sleek, Sophisticated.
• •Headline (for a new store/collection launch): VALINO Unveils: Your New Essentials Await. Body: Experience the latest in urban sophistication. VALINO's newest arrivals are here, offering timeless pieces with a contemporary twist. Visit us in-store or online to redefine your signature style. Keywords: New Arrivals, Urban Sophistication, Timeless, Contemporary, Signature Style.