Brand Tone

Edgy, Artistic, Sophisticated, and Provocative

Brand Values

• •Bold Self-Expression & Individuality
• •Innovative Design & Craftsmanship
• •Artistic Integrity & Provocation
• •Quality & Timelessness
• •New Generation Luxury

Best Practices

• •Embrace the Provocation (Thoughtfully): Continue to use strong, evocative language that hints at rebellion and artistry. However, always balance this with sophistication and the artistic intent behind the designs, ensuring it doesn't become gratuitous or misconstrued as promoting negativity.
• •Highlight Artistry and Craftsmanship: Consistently weave in terms that refer to the artistic nature of the pieces ("wearable art," "objet d'art," "design classic") and the high-quality craftsmanship ("handcrafted," "Italian leather," "European made"). This reinforces the luxury aspect and the intrinsic value beyond the provocative imagery.
• •Speak to the Confident Individual: Address the customer as someone bold, fearless, and expressive. Use language that empowers them to make a statement and own their individuality (e.g., "Dare to," "Declare yourself," "Unapologetically you").
• •Maintain a Sophisticated Visual and Verbal Language: Ensure that all communications, from website copy to social media posts, reflect a polished, high-end aesthetic. While the designs are edgy, the presentation should remain sophisticated and artistic, avoiding slang or overly casual language that might dilute the luxury perception.
• •Tell the Story (Subtly): Reference the brand's origins and the conceptual nature of its designs. Briefly mentioning the commentary on societal issues or the interdisciplinary design approach can add depth and reinforce the "artistic statement" value, differentiating it from purely fashion-driven brands. This can be done through "About Us" sections, occasional social media posts, or product descriptions where relevant.

Social Perception

Iconic and Statement-Making, Edgy and Rebellious, Artistic and Collectible, Controversial but Intriguing, High Quality but Potentially Heavy, Celebrity Endorsement, Awareness of Context

Copy Examples

• •Vlieger & Vandam: Where Art Rebels Against the Ordinary. Body: Each handcrafted leather piece is a statement. A provocation. An extension of your unique defiance. This isn't just a bag; it's a conversation waiting to happen. Dare to wear your convictions.
• •Beyond Fashion. Beyond Expectation. Body: Vlieger & Vandam fuses innovative Dutch design with Europe's finest leather craftsmanship. Our iconic embossed accessories aren't just carried; they're declared. Own a piece of wearable art that speaks volumes before you utter a word.
• •The Guardian Angel Collection: Iconic. Infamous. Instantly You. Body: More than an accessory, it's an attitude. Crafted from luxurious Italian leather, our Guardian Angel bags challenge perceptions and celebrate bold individuality. Find the piece that reflects your inner edge.
• •Luxury With an Unmistakable Edge. Body: At Vlieger & Vandam, we believe true luxury isn't about blending in. It's about standing out with meticulously crafted pieces that are as unique and daring as you are. Experience the art of provocation.
• •Don't Just Make an Entrance. Make a Statement. Body: Vlieger & Vandam handbags: Designed for the fearless, the artistic, and the unapologetically individual. Discover the new generation of luxury where craftsmanship meets iconic, thought-provoking design.