Brand Tone

critical, activist, and direct. It also incorporates elements of being informative and community-oriented

Brand Values

• •Social and Political Consciousness
• •Activism and Expression
• •Community and Solidarity
• •Quality and Craftsmanship
• •Brazilian Identity and Anti-Colonialism

Best Practices

• •Develop Clear Brand Voice Guidelines: Document the brand's specific tone (critical, activist, direct, informative), core values, and mission. Share this with anyone creating content.
• •Know Your Audience: Understand the language, concerns, and motivations of your target audience (politically conscious individuals, activists, those aligned with leftist ideologies). Tailor your copy to resonate with them.
• •Use Keywords and Phrases Aligned with Values: Consistently incorporate terms and slogans that reflect the brand's political and social stance (e.g., "struggle," "resistance," "freedom," "justice," "solidarity").
• •Be Authentic and Direct: Avoid corporate jargon or overly euphemistic language. Speak plainly and directly about the issues and values the brand represents, as this aligns with the established critical and activist tone.
• •Maintain Consistency Across All Channels: Ensure the tone is consistent on the website, product descriptions, social media posts, email marketing, and any customer interactions. This builds a strong, recognizable brand identity.

Social Perception

Customers generally have a very positive perception of the brand, frequently highlighting the quality of the products (good fabric, doesn't shrink, great prints), excellent customer service, and fast delivery. Many recommend the brand. The brand is clearly perceived as being aligned with leftist political and social movements. This is its stated intention and is reflected in its product range and messaging.

Copy Examples

• •Headline: Wear Your Convictions. Body: Don't just think it, wear it. Our latest collection is a statement. Shop now and let your shirt do the talking. Call to Action: Find Your Voice.
• •Headline: The Struggle Continues. So Does Our Style. Body: Inspired by the movements that shape our history. Crafted for those who build the future. High-quality, ethically made. Call to Action: Join The Movement.
• •Headline: More Than A T-Shirt. It's A Banner. Body: From the streets to your wardrobe, carry the symbols of resistance and hope. What does your t-shirt say about you? Call to Action: Make A Statement.
• •Headline: Critical Thinking. Critical Style. Body: For the left that isn't afraid to be seen and heard. Designs that spark conversation and challenge the status quo. Call to Action: Shop The Critique.
• •Headline: Our History, Our Fight, Our Shirts. Body: Celebrating the icons and ideas that fuel our passion for a just world. Explore designs that honor our shared journey. Call to Action: Discover The Collection.