Brand Tone

Bold, Funky, and Confident. It balances a rebellious, trend-setting spirit with an accessible and friendly approach, often highlighting unexpected twists and daring combinations.

Brand Values

• •Originality and Uniqueness: Creating distinctive footwear that stands out and offers unexpected twists to current trends.
• •Quality and Comfort: Emphasizing high-quality materials, primarily leather, and production in Portugal, combining fashion with comfort.
• •Inclusivity and Accessibility: Designing shoes for every woman, regardless of her desire to stand out or blend in.
• •Conscious Operations: Growing emphasis on sustainability through practices like using residual materials for samples, offering biodegradable shoe care, and encouraging conscious purchasing.
• •Female Entrepreneurship: Rooted in the story of its two female founders who leveraged their industry experience to build the brand.

Best Practices

• •Create a "Voice & Tone" Guide: Document the core personality (Bold, Funky, Confident) and define the vocabulary. Include a "words we use" list (e.g., daring, twist, iconic, unexpected) and a "words we avoid" list (e.g., basic, average, simple). This ensures anyone writing for the brand stays consistent.
• •Speak Directly to the Customer: Use "you" and "your" to create a direct, personal connection. Frame the product benefits around the customer's desire to express themselves and be confident (e.g., "Give your look an edge" instead of "Our shoes have edgy designs").
• •Lead with Confidence: Use strong, active verbs and declarative sentences. Avoid weak or passive language. The copy should feel as self-assured as the shoe designs themselves. For the outlet, this confidence translates into creating a sense of valuable scarcity.
• •Balance "Funky" with "Quality": While the tone is playful and rebellious, always reinforce the underlying value of quality craftsmanship. Mention materials like "luxe leather" or "Portuguese-made" to justify the price point and build trust, even in outlet communications.
• •Adapt the Tone by Platform: Maintain the core brand voice but adjust the tone for the context. Instagram/TikTok: More playful, energetic, and reliant on visuals and trending language. Website/Email: Slightly more polished and descriptive, blending brand storytelling with clear product information. Outlet Communications: Add a layer of urgency and exclusivity (e.g., "limited stock," "last chance," "gone for good").

Social Perception

DWRS Label is perceived as a go-to brand for women seeking fashionable, high-quality footwear that makes a statement without sacrificing comfort. Customers and retailers see DWRS as trendy and reliable, known for unique designs and daring color combinations. The brand positions itself in the mid-to-high end market, balancing trend-driven fashion with durable quality due to premium materials and Portuguese production, making it a strong player in the European shoe market.

Copy Examples

• •DON'T BLEND IN. The new 'Jupiter' just dropped and it’s bolder than ever. We mixed electric blue suede with a metallic twist because boring is not in our vocabulary. Ready to make them stare? #dwrslabel #BeDWRS #FunkyFootwear
• •Your Shoe Collection Called. It's Bored. Tired of the same old styles? DWRS Label is here to shake things up. Designed in the Netherlands with a rebellious spirit, our shoes blend unique designs with serious comfort. Step up your game. Shop the new collection now.
• •Psst... The DWRS Label Outlet is Open (And It’s 50% Off) Last season’s icons, this season’s prices. We’ve unlocked the vault to our Outlet with limited stock on our most-loved styles. These will go fast. Don't say we didn't warn you.
• •POV: You found the DWRS Label Outlet -> That sold-out style you missed? -> It's back, but not for long. -> RUN, don't walk. Link in bio!
• •WALK ON THE WILD SIDE. Quality leather. Rebellious designs. Discover the shoes everyone’s talking about.