Brand Tone

Aspirational & Sophisticated, Passionate & Authentic, Confident & Understated, Knowledgeable & Appreciative (of heritage)

Brand Values

• •Quality & Craftsmanship
• •Passion for Motorsport & Driving
• •Timeless Style
• •Authenticity
• •Durability & Sustainability
• •Comfort & Functionality
• •Understated Luxury

Best Practices

• •Embrace the Motorsport Lexicon (Subtly): Use words and phrases that evoke the spirit of driving and racing (e.g., "engineered," "precision," "dynamic," "timeless," "heritage," "legacy") without being overly technical or exclusive.
• •Focus on Quality and Craftsmanship: Consistently highlight the European manufacturing, premium materials, and durability of the garments. This reinforces the luxury and value proposition.
• •Tell the Story: Weave in the brand's origins – the Prost family connection, the inspiration from F1 legends, and the passion for motorsport. This adds depth and authenticity.
• •Maintain an Aspirational yet Inclusive Feel: While the brand is high-end, the tone should invite enthusiasts who appreciate the lifestyle, not alienate them. Focus on shared passion.
• •Prioritize Understated Confidence: Avoid hyperbole or overtly loud claims. Let the quality, design, and heritage speak for themselves. The confidence comes from the product's inherent value.

Social Perception

Positive & Respected, Niche & Enthusiast-Focused, High-End/Premium, Stylish & Cool, Authentic

Copy Examples

• •Headline: Engineered for the Drive. Designed for Life. Body: At 8JS, every stitch is inspired by the timeless allure of motorsport. Experience apparel that moves with you, from the open road to your everyday journey. Crafted in Europe, for those who appreciate enduring quality and authentic style.
• •Headline: More Than Apparel. A Legacy. Body: Born from a family's passion for racing's golden era, 8JS embodies the spirit of legendary drivers and iconic circuits. Our collections are a tribute to authenticity, designed not just to be worn, but to be lived in. Discover the difference true craftsmanship makes.
• •Headline: The Road Is Calling. Answer in Style. Body: From the cockpit to the city streets, 8JS offers a wardrobe that speaks to your adventurous spirit. Prioritizing comfort, durability, and understated elegance, our pieces are an investment in timeless cool. Drive your story.
• •Headline: Beyond the Finish Line: Enduring Craftsmanship. Body: We believe true luxury lies in quality that lasts. That’s why 8JS garments are meticulously crafted in Europe, using only the finest materials. For the discerning individual who seeks more than fleeting trends – discover style that endures.
• •Headline: 8JS: Where Motorsport Heritage Meets Modern Elegance. Body: Inspired by the courage and charisma of racing legends, 8JS reinterprets classic motorsport aesthetics for the contemporary wardrobe. Every piece is a nod to an iconic past, engineered for a discerning present. Feel the passion. Wear the story.