Brand Tone

Aspirational, Contemporary, Stylish, Authentic, Relatable, Inclusive, Progressive, Innovative

Brand Values

• •Accessible Luxury
• •Quality Craftsmanship & Materials
• •Innovative Design & Style
• •Authenticity & Connection to Roots
• •Aspiration & Achievement
• •Inclusivity
• •Positivity & Playfulness

Best Practices

• •Develop a Brand Voice Guide: Document the defined tone (aspirational, contemporary, authentic, inclusive, progressive), key messaging points, and specific vocabulary (e.g., "premium," "crafted," "London heritage," "innovative design") to ensure all writers are aligned.
• •Always Weave in London Roots: Subtly or overtly reference London's culture, streets, or the brand's origin story to reinforce authenticity and heritage. This is a unique selling proposition.
• •Balance Luxury with Accessibility: Use language that conveys premium quality and design ("elevated craftsmanship," "distinctive style") while ensuring the overall message remains approachable and inclusive, aligning with the "accessible luxury" value.
• •Highlight the "Why": Go beyond describing product features; explain the inspiration behind designs, the commitment to quality, and how the products empower the wearer's style and confidence.
• •Show, Don't Just Tell, Aspiration: Use storytelling in campaigns and copy. Feature diverse individuals who embody the "driven" and "fashion-forward" spirit Mallet London represents, similar to their "Local Legends" campaign. Focus on the journey and the ambition the brand stands for.

Social Perception

Trendy and Fashion-Forward, Good Quality for the Price, Aspirational yet Attainable, Associated with its Founder, Growing International Recognition

Copy Examples

• •Headline (Aspirational & Stylish): Step Into Your Story. Mallet London. Crafted for the Driven.
• •Social Media Post (Authentic & Stylish): From the streets of London to your wardrobe. Our [Product Name] sneaker, designed with the city's pulse. #MalletLondon #LondonBorn #UrbanLuxury
• •Product Description (Stylish & Quality-focused): Experience the fusion of contemporary design and premium craftsmanship. The [Product Name] features [Specific Material 1] and [Specific Material 2], with our signature heel clip, delivering unparalleled style and all-day comfort. Elevate your everyday.
• •Email Subject Line (Aspirational & Exclusive): Be the First: New Mallet London Arrivals + The Story Behind the Design
• •Campaign Slogan (Authentic & Aspirational): Mallet London: Designed in the City. Worn by the World.