Brand Tone

Confident & Bold, Luxurious & Premium, Aspirational & Empowering, Inclusive & Welcoming, Passionate

Brand Values

• •Quality & Craftsmanship
• •Comfort & Functionality
• •Style & Sex Appeal
• •Self-Confidence & Empowerment
• •Inclusivity & Community
• •Individuality & Self-Expression
• •Sustainability

Best Practices

• •Embrace Confident Language: Use strong verbs and assertive phrasing. Don't shy away from terms that convey luxury, sexiness (where appropriate for the platform), and empowerment.
• •Highlight Premium Quality: Consistently mention the superior fabrics, unique design features (e.g., "second-skin feel," "signature pouch support"), and the overall craftsmanship.
• •Foster Inclusivity and Community: While aspirational, ensure the language feels welcoming. Use phrases like "for all men," "join the club," and emphasize shared passion for quality underwear.
• •Focus on the "Feel Good" Factor: Connect the product benefits to emotional outcomes – increased confidence, feeling good, comfort throughout the day, and self-expression.
• •Maintain a Touch of Sophistication: Even when being bold or playful, the underlying tone should reflect the premium nature of the brand. Avoid overly casual slang that might detract from the luxury perception.

Social Perception

Generally viewed as a high-quality, stylish, and comfortable men's underwear brand. Customers often highlight the softness of the fabric, the excellent fit, and the attractive designs. The LGBTQ-owned status is recognized, and the brand is generally seen as modern and inclusive.

Copy Examples

• •Headline: Elevate Your Essentials. Body: Experience the Club Seven difference. Premium fabrics, impeccable design, and a fit that feels like a second skin. Confidence, redefined. Call to Action: Discover Your New Favourite.
• •Headline: Unleash Your Inner Model. Body: It’s not just underwear, it’s a statement. Club Seven is designed for comfort that empowers and style that captivates. Feel good, from the inside out. Call to Action: Join The Club.
• •Headline: Luxury Meets Audacity. Body: Why choose between supreme comfort and undeniable sex appeal? With Club Seven, you get both. Crafted for the modern man who demands the best. Call to Action: Shop The Collection.
• •Headline: Beyond Basic. Beyond Compare. Body: We believe premium starts where others stop. Indulge in our signature modal and bamboo blends – where every day feels like a luxury. Call to Action: Experience True Comfort.
• •Headline: Designed in London. Desired Worldwide. Body: Club Seven: Where passion for unique design meets the art of underwear. For men who love underwear as much as we do. Call to Action: Find Your Perfect Fit.