Brand Tone

Sophisticated & Elegant, Authentic & Principled, Conscious & Responsible, Modern & Timeless, Approachable Luxury

Brand Values

• •Quality Craftsmanship
• •Sustainability
• •Authenticity & Individuality
• •Colombian Heritage & Local Production
• •Social Responsibility
• •Timeless Design
• •Customer-Centricity

Best Practices

• •Develop a Brand Voice Guide: Document key elements of the Whitman tone (e.g., sophisticated yet approachable, principled, conscious). Include approved vocabulary, common phrases that reflect values (e.g., "Hecho en Colombia con orgullo," "Moda con propósito"), and things to avoid (e.g., overly casual slang, aggressive sales language).
• •Emphasize Storytelling Rooted in Values: Instead of just describing products, weave in the brand's story – the inspiration from Walt Whitman, the commitment to Colombian artisans, the journey towards sustainability. This reinforces authenticity and principled stands.
• •Maintain a Consistent Lexicon of Quality and Sustainability: Regularly use terms that underscore the brand's core commitments, such as "craftsmanship," "high-quality materials," "sustainable practices," "ethically made," "timeless design," and "conscious consumption."
• •Educate and Inspire, Don't Just Sell: Use copy to inform customers about the benefits of slow fashion, the importance of sustainable choices, and the stories behind their materials or production processes (like the tagua buttons). This positions the brand as a thoughtful leader.
• •Ensure Consistency Across All Channels: Whether it's a website product description, an Instagram caption, a TikTok video script, or a customer service email, the tone should remain recognizable. Regularly review content across platforms to ensure alignment with the established brand voice.

Social Perception

High-Quality Colombian Brand, Sustainable and Ethical Choice, Stylish and Sophisticated, Growing and Ambitious, Alternative to Fast Fashion

Copy Examples

• •Headline: Whitman: Beyond an Outfit, A Statement. Body: Crafted in Colombia, designed for the conscious individual. Discover pieces that tell your story with timeless elegance and sustainable soul. #WhitmanCo #HechoEnColombia #ModaSostenible
• •Headline: The Art of Slow Made. The Promise of Quality. Body: Each Whitman garment is a testament to meticulous craftsmanship and enduring style. We invest in quality, so you can invest in pieces that last. Explore our new collection.
• •Headline: Wear Your Values. Whitman Store. Body: From responsibly sourced materials to ethical local production, every stitch matters. Choose fashion that aligns with a better future. #EstiloConsciente #WhitmanValues
• •Headline: Redefining Colombian Elegance. Body: Inspired by global sensibilities, rooted in Colombian artistry. Experience the perfect fit and sophisticated design that moves with you. Visit our stores or shop online.
• •Headline: Timeless by Design. Sustainable by Choice. Body: Escape the fleeting trends. Embrace enduring style with Whitman's versatile collection, thoughtfully created for the modern man and woman who care about quality and impact. #SlowFashion #AuthenticStyle