Brand Tone

inspirational, commemorative, and community-centric. It is authentic, heartfelt, direct, positive, motivational, and welcoming, using inclusive language.

Brand Values

• •Legacy & Remembrance
• •Passion & Lifestyle
• •Community & Inclusivity
• •Authenticity

Best Practices

• •Always connect the copy back to the brand's core purpose of legacy and remembrance, grounding the message in this 'why' to maintain authenticity and emotional connection.
• •Employ words like 'we,' 'us,' 'our,' and 'family' to reinforce the sense of community, addressing different audience segments directly.
• •Balance the emotional foundation with the celebration of the vibrant lifestyle it represents (e.g., 'throttle life,' 'hustle') to ensure an uplifting and inspiring tone.
• •Maintain a clear, direct, and heartfelt voice, avoiding overly complex or corporate language, ensuring the copy feels personal and authentic.
• •Ensure that all collection names and descriptions tie back to the central story, explaining how each collection represents a facet of the legacy to make every product feel intentional and meaningful.

Social Perception

Perceived as more than just an apparel line, but a tribute; a way to support a family's legacy and connect with a story of love and remembrance. It's seen as a New Zealand-based brand with a strong local identity, versatile, and representing different passions, offering products with a heartfelt and powerful story.

Copy Examples

• •More than a brand, it's a legacy. Every piece in our Tribute Collection is designed with purpose and worn with pride. Wear the story. #2TUFF #Legacy #WearYourStory #Tribute
• •2TUFF Clothing Co: Built on love. Worn with passion. Discover the collections that honor a legacy.
• •For those who live life in the fast lane. Our Throttle Collection is engineered for the ride and designed to stand out. Fuel your passion. Shop the drop now. #2TUFF #ThrottleLife #Hustle #MotorsportFashion
• •Bold, Confident & You. The new Baddie Collection has arrived.
• •This isn't just a hoodie; it's a statement. Part of our Authentic Collection, this piece represents the core of who we are: genuine, passionate, and forever inspired. Crafted for comfort and designed to carry a legacy. Join the 2TUFF family.