Brand Tone

Practical, elegant, and reassuring. Simple, direct, and solution-oriented, speaking to a prepared and stylish individual. Sophisticated yet approachable, offering clever solutions with an undertone of empowerment.

Brand Values

• •Practicality and Innovation
• •Timeless Elegance
• •Quality and Local Production
• •Sustainability
• •Community and Solidarity

Best Practices

• •Always Lead with the Solution: Frame every piece of copy around the "just in case" scenario. Start with the problem (the unforeseen chill, the sudden rain) and present the Vardier garment as the elegant, simple solution.
• •Emphasize "Foldable" and "Made in Spain": These are your two strongest differentiators. "Foldable" speaks to innovation and practicality, while "Made in Spain" communicates quality, craftsmanship, and support for local industry.
• •Use Elegant and Reassuring Language: Words like "timeless," "elegant," "simple," "prepared," and "reassuring" should be staples in your vocabulary. The tone should feel like a trusted secret, not a loud sales pitch.
• •Show, Don't Just Tell: Utilize visuals (especially video) to demonstrate the folding mechanism and the compactness of the products. This is the brand's most compelling "wow" factor and needs to be seen.
• •Maintain a Consistent Narrative: Regularly tell the story of the brand's founding. The journey from engineering to fashion is a powerful narrative of passion and problem-solving that builds a strong connection with the audience.

Social Perception

Perceived as a niche, innovative, and clever brand, appealing to women who are planners, travelers, and professionals appreciating smart, elegant solutions. The brand's narrative, founded by a couple, adds authenticity and passion, making products highly relevant to modern, dynamic lifestyles through "just in case" scenarios.

Copy Examples

• •The evening breeze has nothing on you. Stay elegant and prepared for that "just in case" chill. Our foldable jacket is the stylish secret you'll always want in your bag. #Vardier #BePrepared #MadeInSpain
• •Don't let the unexpected ruin your style. Vardier offers elegant, foldable essentials designed in Spain for your dynamic life. Lightweight, wrinkle-resistant, and always ready. Shop the solution.
• •The Timeless FOLDABLE Scarf: Your Stylish Armor Against the Unforeseen. Crafted for the woman who is always one step ahead. This ultra-light, wrinkle-resistant scarf folds into its own small pouch, waiting patiently in your purse for that chilly movie theater or an impromptu evening walk. Designed and made in Spain, it's the definition of practical elegance.
• •Caught in the cold? Never again.
• •The one thing I never leave home without. #JustInCase #VardierBrand #FashionHacks