Brand Tone

Authentic, rugged, nostalgic, community-focused, and passionate. It evokes a sense of hard work, craftsmanship, and dedication, with a nod to vintage automotive culture.

Brand Values

• •Hands-on Craftsmanship
• •Authenticity & Passion
• •Quality & Durability
• •Community
• •Heritage & Timelessness

Best Practices

• •Tell Stories, Don't Just Sell Products: Focus on the narrative behind the brand – the inspiration, the craftsmanship, the community.
• •Show, Don't Just Tell, Quality: Instead of just saying 'high quality,' describe the elements that make it so – 'rugged stitching,' 'durable fabric,' 'vintage-inspired graphics that last.'
• •Use 'Greasy' Language Appropriately: Leverage the 'greasy' theme in a way that's authentic and appealing, not off-putting. Focus on the positive connotations of hard work and grit.
• •Highlight Community: Emphasize the 'Society' aspect of the brand. Showcase stories of community members and foster interaction.
• •Be Nostalgic But Modern: Balance the vintage inspiration with modern marketing techniques and a user-friendly online experience.

Social Perception

The brand is perceived as high-quality, authentic, and connected to automotive and 'hands-on' culture. Customers appreciate the unique designs and the sense of community.

Copy Examples

• •Built for the builders, the makers, the grinders.
• •For those who aren't afraid to get their hands dirty.
• •Grease, Grit, Glory.
• •Stay Greasy.
• •Timeless craftsmanship meets modern style.