Brand Tone

Aspirational, Confident, Exclusive, Modern, Street-Savvy, and Edgy

Brand Values

• •Legacy & Vision
• •Quality & Intention
• •Authenticity & Truth
• •Individuality & Statement-Making
• •Community Impact & Empowerment

Best Practices

• •Explain what it means for the customer to wear something 'Verified'.
• •Use empowering language that resonates with this aspirational identity.
• •Integrate the 'Impact' Narrative: Subtly connect the purchase of products to the brand's social mission with '2eleven Impact®'. This reinforces the 'purpose' value and can create a deeper connection with consumers who care about social responsibility.
• •Stay current with contemporary urban slang and communication styles relevant to the target audience, while ensuring it aligns with the overarching aspirational and purposeful tone.
• •Maintain consistency in visual branding and product naming to align with the brand's urban culture and edgy appeal.

Social Perception

A brand that is trusted, authentic, and purpose-driven, with a commitment to social responsibility and empowering the next generation.

Copy Examples

• •Next Drop: The Verified Signal
• •Be first in line
• •Worn by visionaries
• •Fashion encrypted with legacy, light, and frequency
• •A signature of truth