Brand Tone

Aspirational, adventurous, encouraging, performance-oriented, innovative, and customer-focused.

Brand Values

• •Adventure and Exploration: Encouraging people to experience the outdoors.
• •Performance and Innovation: Creating high-quality, technologically advanced eyewear designed for sports and active lifestyles (e.g., FlexFoam™, TrueView Optics™, FlexLock™ design).
• •Customer-Centricity: Providing excellent customer service, listening to feedback, and offering strong guarantees like a lifetime warranty and 14-day returns.
• •Reconnecting with the Real World: Positioning themselves against excessive screen time and promoting the benefits of tangible, outdoor experiences.
• •Quality and Durability: Emphasizing robust materials, resistance to elements like seawater, and designs that withstand rigorous use.
• •Community: Building a community of adventurers and outdoor enthusiasts.
• •Sustainability (mentioned in some contexts): Committing to cutting their carbon footprint in operations.

Best Practices

• •Embrace Empowering Language: Use active verbs and inspiring nouns that evoke a sense of adventure, achievement, and freedom. Words like "conquer," "explore," "unleash," "discover," and "challenge" align with the brand's core message.
• •Highlight Performance through Benefits, Not Just Features: Instead of only listing technical specifications (e.g., "FlexFoam material"), explain how these features benefit the user (e.g., "So lightweight and comfortable, you'll forget you're wearing them, even on your longest runs").
• •Maintain a Positive and Encouraging Voice: Frame messages to inspire and support customers in their active pursuits. Avoid negative or overly critical language. The tone should feel like a supportive fellow adventurer.
• •Incorporate the "Why": Weave in the brand's mission of reconnecting with the outdoors and combating a screen-centric lifestyle. This adds depth and relatability to product-focused copy.
• •Use "You-focused" Language: Address the customer directly ("Your adventure," "Unleash your vision") to make the copy more personal and engaging, reinforcing the customer-centric value.

Social Perception

Customers generally perceive 2nu very positively, providing high-quality, comfortable, and effective sunglasses, especially for sports. The brand is gaining recognition as a legitimate and quality performance eyewear provider.

Copy Examples

• •Headline: Beyond the Horizon, Beyond Limits. Body: Your adventure doesn't wait, and neither should your vision. With 2nu performance sunglasses, experience the world in vibrant clarity and unwavering comfort. Unleash your potential. #UnleashYourVision
• •Headline: Engineered for Your Escape. Body: From sun-drenched trails to salty sprays, 2nu sunglasses are built to endure. Lightweight, unslippable, and impossibly clear – focus on your journey, not your gear. Discover the difference.
• •Headline: See More. Do More. Be 2nu. Body: Don't just look at the world, truly experience it. Our advanced lens technology and ergonomic design mean you're ready for anything. What’s your next adventure? #2nuAdventure
• •Headline: The Only Shades That Float & Inspire. Body: Lose yourself in the moment, not your sunglasses. Our innovative floating frames and performance-driven design keep up with your every move, on water or land. Explore fearlessly.
• •Headline: Your World, Amplified. Body: Cut through the glare, conquer the elements, and see your vision come to life. 2nu sunglasses aren't just eyewear; they're your partners in every outdoor pursuit. Gear up and get out there.