Brand Tone

Rebellious, youthful, energetic, expressive, casual, direct, empowering, and confident, encouraging boldness and difference.

Brand Values

• •Individuality and Self-Expression
• •Authenticity
• •Creativity and Art
• •Urban Essence
• •Accessibility

Best Practices

• •Embrace the "Us vs. Them" Narrative: Frame your copy to position COOLWAY against conformity and mass-market "uniforms." Use words like "rebel," "different," "unique," and "authentic" to reinforce this identity.
• •Use an Energetic and Youthful Voice: Write in a conversational, confident, and direct tone. Use contemporary slang where appropriate (but don't overdo it), and incorporate emojis to add personality, especially on social media.
• •Focus on Expression, Not Just the Product: Sell the feeling of empowerment and self-expression, not just the features of the shoe. Your copy should inspire customers to "paint their lives with their own art" and turn "sidewalks into stages."
• •Keep it Short, Punchy, and Visual: For social media and ads, lead with a strong hook and keep sentences concise. Let the vibrant product and lifestyle imagery do most of the talking, with the copy serving to reinforce the brand's rebellious and creative ethos.
• •Maintain Consistency Across All Channels: Whether it's a product description on the website, a social media caption, or an email newsletter, the core message of individuality and breaking from the norm should be consistent. This creates a strong, recognizable brand identity that customers can connect with.

Social Perception

COOLWAY is perceived as a stylish and affordable alternative to dominant sneaker brands. Consumers are drawn to its unique designs and colorways that allow them to stand out. It's generally seen as good quality for its price, comfortable, lightweight, and has cultivated an image of being 'cool' and 'in-the-know,' with its retail presence adding credibility.

Copy Examples

• •Instagram Post: Your Style, Your Rules. Don't just follow the map, draw your own. Our kicks are your canvas. Show us how you #SignYourArt. #CoolwayChile #UrbanStyle #SneakerArt #ExpressYourself
• •Website Banner: Stop the Uniform. Start a Revolution. New drops are here. Designed in Spain for those who move differently. Discover Your Pair
• •Facebook Ad: Tired of the Same Old Sneakers? We were too. That's why we created COOLWAY. Break free from the boring with bold colors and street-ready designs. Find your perfect match and get free shipping. Shop Now
• •TikTok Video Concept: On-screen text: Main character energy activated. Caption: Life’s too short for boring shoes. Step up your game. 🤘 #Coolway #GRWM #OOTDChile #Sneakerhead
• •Email Marketing Subject Line & Preview: Subject: Psst... Your new favorite sneakers are inside. Body Preview: Ready to stand out? Check out the collection everyone's talking about.