The power of authenticity in brand building
In conversation with Bram’s Fruit
Tags
Brand strategy
Brand identity
Brand storytelling
Fashion industry
Date
May 7, 2025
Author
Sophie J. Barnes
Building a fashion label in today’s tight market often means sparring for customer attention in a shoulder-to-shoulder space. And yet, the young, homegrown Dutch brand Bram’s Fruit has managed to carve out their very own spot on Amsterdam’s Staalstraat. To understand exactly how they did it, we spoke with the brand’s Head Designer, Melle Buijs, in the lead-up to the opening of their flagship store.
source: Bram’s Fruit
Established in 2021, Bram’s Fruit is a decidedly fresh ready-to-wear men’s apparel brand cleverly priced in the sweet spot between luxury and affordability. The label releases biannual collections that cater to the fashion-forward customer with an appetite for level-headed pricing and a conscientious eye on quality. Brand messaging is casual, personal and free-flowing – often written by the brand’s Creative Director and Founder, Bram Korsten, himself. The pieces tend to follow a classic rhythm of sleek silhouettes and functional styles. Soft shades are intercepted by the occasional splash of vibrant colour or an equally bold print – with design choices that feel intentional and reflective of the brand’s association with nature and fruit.
Community-driven branding
In speaking with Melle about the success of Bram’s Fruit and the subsequent decision to move beyond the digital space and into the real world, three themes stood out: connection, authenticity, and personalisation.
Melle placed particular emphasis on the importance of authentic connection in building and maintaining brand interest. Familiar marketing lingo like ‘brand loyalty’ and ‘customer engagement’ were tossed aside. Instead, Melle spoke of an innate need for kindness and authenticity when building community – both online and offline. He referred to community building as an act of friendship and to kindness as the means through which all messaging should be conveyed. In his own words: ‘[I]We want to show that it’s still possible to be kind and very personal [...] making real friends is at the core of who we are.[_I]’
Nowadays, we’re familiar with the well-worn rhetoric of community building and the importance of creating loyal customers who identify with the brand’s lifestyle, activities and ethos. Yet, in a world of digital saturation, content overload and scroll fatigue, Bram’s Fruit offers a refreshing online – and now offline – space where communication feels genuine and engagement isn’t forced. Instead, it feels pretty organic. Melle says this likely boils down to a desire for genuine interactions and an increasing preference for ‘niche’ brands amid oversaturation:
‘[I]We’re in a world of fast media right now. Take TikTok for example: you can scroll for an hour and not even name two videos that you just watched. I think people are searching for nicheness – for something that they feel connected to because there’s a lot of everything. And I think that will be the future of branding. It’s about finding the specific thing that you are – the thing that people connect with.[_I]’
And, Melle adds, this emphasis on being authentic with others should be matched by an authenticity to your brand. In other words, Melle believes that having a strong brand identity, and remaining true to it, is key to brand success and longevity. This doesn’t mean brands shouldn’t evolve. Rather, it means striking the right balance between reinvention and sticking to a core brand narrative: the story may evolve over time but the core message should remain the same.
source: Bram’s Fruit
Designing the store concept
When creating the store concept, Bram and Melle were certain of one thing: the store needed to act as an extension of their brand identity. It needed to feel personal, calm and clean, and to serve a purpose beyond sales by functioning as a space for connection.
‘[I]The vibe of the store was a big topic for us. We wanted to nail it so that when you step into the store, it feels like stepping into the world of Bram’s Fruit [...] I was excited to finally create a real space where we could not only hang the clothes but really tell the story and make the world [of Bram’s Fruit] complete.[_I]’
source: Bram’s Fruit
The team decided to forgo the typical cash register/countertop setup, instead opting for a simple handheld payment terminal to optimise the store’s limited space and invite personable in-store interactions between customers and staff. A textural palette of metal, thick woods and natural beige carpeting is complemented by clean white walls and high ceilings. The building’s original white-and-black chequered tiles were intentionally kept intact: an ode to the heritage of the building and the brand’s tagline, ‘[I]Creating the future with seeds from the past.[_I]’
Melle noted that the process of translating Bram’s Fruit from a digital presence to a physical space helped the team further refine their brand identity. In describing the process of store concepting, Melle remarked that, ‘[I]It came down to the questions: Why do people keep coming back? Why do people feel connected to Bram’s Fruit?[_I]’ And that, ultimately, by continually coming back to these questions, the team was able to create a store concept that embodies the essence of Bram’s Fruit.
source: Bram’s Fruit
Advice for others
When asked what advice he would give to others seeking to expand into physical stores, Melle emphasised the importance of having a clear brand story: ‘[I]Think about what makes your story different. Why does your story need to be told? Make your story fully yours and don’t compromise on it. Take control of it.[_I]’
Melle suggests that having a clear understanding of your brand story is essential to ensuring all digital and physical brand touch points align: ‘[I]For most people, the store will be their first encounter with your brand. If it doesn’t resonate with your digital identity then there will be a collision [...] Knowing your core is my advice before anything else.[_I]’
