Brand Tone

casual, approachable, and style-conscious

Brand Values

• •Quality & Durability (Aspired)
• •Style & Modernity
• •Comfort & Functionality
• •Value for Money
• •Authenticity & Uncomplicated Looks
• •Customer Service
• •Sustainability (Emerging)

Best Practices

• •Develop a Core Messaging Guide: Create a document outlining key brand phrases (e.g., "uncomplicated style," "modern essentials," "authentic menswear"), a list of "do and don't" words, and the desired emotional response from the audience.
• •Focus on "Casual Confidence": Ensure the language is relaxed and approachable but also conveys a sense of quality and style assurance. Avoid overly technical jargon or overly formal phrasing.
• •Highlight Practical Benefits Alongside Style: Men often appreciate knowing the functional aspects. Pair style descriptions (e.g., "modern cut," "Nordic design") with practical benefits (e.g., "durable cotton," "all-day comfort," "secure pockets").
• •Maintain a Consistent Voice Across Platforms: While the format may change (e.g., short and punchy for Instagram, slightly more descriptive for a product page), the underlying tone (casual, authentic, stylish) should remain consistent.
• •Incorporate Customer-Centric Language: Use "you" and "your" to speak directly to the customer. Emphasize solutions to their everyday wardrobe needs (e.g., "effortless style for your busy life," "clothing that keeps up with you"). When addressing issues, maintain a helpful and understanding tone, as seen in their review responses.

Social Perception

provider of stylish, comfortable, and affordable casual menswear

Copy Examples

• •Headline: Your Everyday Edge. INDICODE. Body: Life’s complicated enough. Your style shouldn’t be. Discover INDICODE’s latest collection – effortlessly cool, built for comfort, and ready for anything your day throws at you. Modern essentials, designed in Europe.
• •Product Focus (Cargo Pants): Pockets? Plenty. Style? Guaranteed. Body: Our [Product Name] cargo pants aren't just about looks; they're about life. Crafted from durable, comfortable cotton with all the pockets you’ll ever need. Uncomplicated style for the modern man. What you get is exactly what you ordered – impeccable quality, great and modern styles!
• •Instagram Caption: Weekend Ready. Body: Chasing comfort or chasing adventure? With our new [Item Name, e.g., Utility Jacket], you don't have to choose. Authentic style, built to last. #IndicodeOfficial #MensFashion #StreetStyle #UrbanWear #WeekendVibes
• •Email Subject: New Arrivals: Uncomplicate Your Wardrobe. Body: Hi [Customer Name], Finding that perfect everyday look just got easier. Explore the latest INDICODE collection – from timeless denim to modern essentials, all designed with our signature blend of Nordic chic and urban cool. Quality you can feel, style you can trust. Shop now and enjoy free returns.
• •Facebook Ad: Style That Speaks Your Language. Body: Tired of fleeting trends? Indicode delivers authentic, high-quality menswear that’s as versatile as you are. From the street to wherever your day takes you, experience the perfect blend of comfort and cool. Discover your new favorites at indicode.be.