Brand Tone

Sophisticated, Minimalist, and Conscious.

Brand Values

• •Curation
• •Timelessness
• •Sustainability
• •Craftsmanship

Best Practices

• •Prioritize "Why" Over "What": Instead of just describing a product (e.g., "blue wool sweater"), focus on its origin, the designer's philosophy, or the feeling it evokes ("Woven from responsibly sourced merino, this piece from [Designer] is a study in minimalist comfort.").
• •Maintain a Refined Vocabulary: Use sophisticated and evocative words (e.g., "sculptural," "ethos," "considered," "understated") while ensuring clarity. Avoid hyperbole ("amazing," "must-have") and overly casual language.
• •Embrace Negative Space: Just as in minimalist design, minimalist copy is powerful. Use short, impactful sentences and allow the imagery to carry part of the message. Not every detail needs to be written out; create intrigue.
• •Tell the Designer's Story: Whenever featuring a new brand or product, dedicate space to the creator. This reinforces the value of craftsmanship and curation and builds a connection between the customer and the maker, not just the product.
• •Develop a "VAVA Lexicon": Create an internal guide of on-brand keywords and phrases (e.g., "timeless design," "conscious selection," "modern heirloom," "understated elegance") and terms to avoid. This ensures that anyone writing copy, from social media to product descriptions, adheres to the established tone.

Social Perception

High-End, Artistic, and Trusted.

Copy Examples

• •Sculptural simplicity. The Templo Candleholder, an object of quiet beauty for the modern home. Handcrafted to be cherished for years to come. Discover the full collection online and in our Zurich store.
• •The Art of the Everyday. [Designer's Name] redefines the wardrobe with pieces that blend architectural lines and fluid tailoring. For the discerning individual. Explore the new arrivals.
• •Curated for Longevity: New Timeless Objects from VAVA. We believe true style isn't about the season; it's about the substance. This week, we welcome a selection of items that embody our core ethos: exceptional craftsmanship, conscious design, and enduring appeal.
• •Your space is a reflection of your story. At VAVA, we source objects and apparel that speak a language of quiet confidence and timeless design. Visit our concept store in the heart of Zurich's old town for a curated experience.
• •The feeling of quality. The mark of a creator. The promise of timelessness. VAVA – Concept Store.