Brand Tone

Sophisticated & Modern, Confident & Aspirational, Quality-Focused & Direct, Understated Cool

Brand Values

• •Quality Craftsmanship
• •Perfect Fit & Comfort
• •Timeless Style
• •Customer Satisfaction
• •Modern Masculinity

Best Practices

• •Prioritize "Sophisticated Simplicity": Use clear, concise language that conveys quality and style without being overly verbose or complicated. Avoid jargon where possible, but don't shy away from terms that denote quality materials or craftsmanship when appropriate.
• •Emphasize Fit and Quality: Consistently weave in messaging about the superior fit, comfort, and high-quality materials of the garments. These are key differentiators.
• •Maintain a Confident and Assured Voice: The copy should project self-assurance in the brand and its products. Avoid hesitant or overly casual language.
• •Use Aspirational Yet Attainable Language: While showcasing an elevated lifestyle, ensure the tone doesn't alienate. The aspiration should feel within reach for the target audience who values quality and style.
• •Be Visually Congruent: Ensure the copy complements the sleek, modern, and high-quality visual identity of the brand. The words should paint a picture that aligns with the images seen on the website and social media.

Social Perception

Positive View on Product Quality, Stylish and On-Trend, Good Investment, Aspirational Brand, Responsive (on social media)

Copy Examples

• •ICON Amsterdam: Engineered for Fit. Designed for Life. Discover Your Essential Wardrobe.
• •Experience unparalleled comfort without compromising on style. Our Bi-Stretch Trousers move with you, offering a flawless fit and a sharp silhouette from day to night. The modern essential, redefined.
• •Cityscapes and sharp lines. @[username] curating his moments in ICON. #ICONAmsterdam #ModernMan #StyleElevated
• •ICON Amsterdam | The New Collection: Where Precision Meets Style.
• •At ICON Amsterdam, we believe true style lies in the essentials. We are dedicated to crafting premium menswear that combines impeccable fit, lasting quality, and a modern aesthetic. Dress with intention.