Brand Tone

Artisanal & Sophisticated, Confident & Rebellious Elegance, Authentic & Passionate, Conscious & Responsible, Aspirational & Stylish

Brand Values

• •Quality & Craftsmanship
• •Individuality & Uniqueness
• •Authenticity
• •Sustainability & Responsibility
• •Heritage & Modernity
• •Customer Respect & Connection
• •Making a Difference

Best Practices

• •Emphasize Craftsmanship and Quality: Consistently use terms like handcrafted, artisan, premium materials, meticulously designed, and detail the quality components like Carl ZEISS lenses or specific types of Italian bio-acetate.
• •Tell the Given Life Story: Reinforce the idea that AM EYEWEAR frames are more than just objects; they have a soul, a story, and are an extension of a person. This elevates the perceived value beyond mere fashion.
• •Balance Heritage with Modernity: Acknowledge the brand's Australian roots and nearly two-decade history while showcasing its innovative design and contemporary relevance. Use language that reflects a modern heritage.
• •Integrate Sustainability Naturally: Weave in the brand's commitment to sustainability (e.g., bio-based materials, buy-back program) as a core part of its quality and responsible ethos, rather than just an add-on. Make it part of the premium promise.
• •Maintain a Confident, Cultivated Voice: Avoid overly casual or slangy language. The tone should be aspirational yet authentic, reflecting the cult brand status and appeal to a discerning, fashion-conscious audience who appreciates individuality and rebellious elegance.

Social Perception

High-Quality & Luxurious, Fashion-Forward & Cool, Ethical & Conscious (Increasingly), Australian Pride, Worth the Investment, Unique & Distinctive

Copy Examples

• •Headline: AM EYEWEAR: See Through The Difference. Body: Some products are made; others are given life. Since 2003, we've handcrafted eyewear for those who seek more than a fleeting trend, but a lasting expression of individuality. Discover artisan quality, designed in Australia, revered worldwide.
• •Social Media Post (with image of someone stylishly wearing the glasses): Elevate your everyday. Our frames aren't just accessories; they are an extension of your unique story. Handcrafted with passion, sustainable materials, and an eye for timeless design. Wear your vision. #AMEyewear #LuxuryEyewear #SustainableStyle #Handcrafted
• •Product Description Snippet (for a new bold design): Dare to be distinct. The [Frame Name] embodies the rebellious elegance that is AM EYEWEAR. Carved from premium bio-acetate and fitted with flawless ZEISS lenses, it’s not just a statement – it’s your signature.
• •Email Subject Line: Rediscover Detail: The Art of AM EYEWEAR. Email Body Snippet: In a world of mass production, we choose meticulous craftsmanship. Each pair of AM EYEWEAR sunglasses is a testament to our unwavering commitment to quality, sustainability, and the art of seeing things differently. Experience the difference.
• •Brand Story Snippet for About Us Page: Born from a fanatical love for old-school frames and a rebellious spirit, AM EYEWEAR began as a cheeky upstart in Australia. Two decades on, we've matured into a global name, yet our core remains: to create exceptional eyewear with soul, respecting our craft, our community, and our planet.