Brand Tone

irreverent, bold, playful, and youthful. Also fun, approachable, laid-back, effortlessly cool West Coast vibe

Brand Values

• •Accessibility/Affordability
• •Quality
• •Counter-Culture & Community
• •Individuality & Self-Expression
• •Sustainability
• •Fun & Irreverence

Best Practices

• •Embrace the Irreverence (Smartly): Don't be afraid to use playful language, puns, and a touch of edginess that reflects the "Crap" name. However, ensure it aligns with the product's quality and the brand's sustainable values, avoiding actual negativity. The name is a statement, not a reflection of the product's worth.
• •Keep it Youthful and Energetic: Use language that resonates with a younger, style-conscious audience. Keep sentences relatively concise and engaging. Reflect the energy of surf, skate, and music cultures.
• •Highlight Value – Both Price and Principles: Consistently mention the affordability and high quality/premium materials in the same breath. Weave in the sustainability aspect (bioacetate, carbon neutral) as a key value proposition.
• •Be Authentic and Relatable: Speak like a friend, not a corporation. Use a conversational tone. The "don't take ourselves too seriously" mantra should come through.
• •Visual Storytelling Support: Since the brand is visually driven and tied to lifestyle, ensure copy complements the bold imagery and "show more, say less" ethos. Let the copy enhance the vibe portrayed in photos and videos.

Social Perception

stylish, trendy, and unique sunglasses at an affordable price. Fun, funky, and imbued with a cool, laid-back West Coast vibe

Copy Examples

• •Headline: Don't Worry, Be Crappy. Body: Seriously good shades without the serious price tag. Rock your vibe, save the planet (and your wallet). Explore the new bioacetate collection.
• •Social Media Post (Image: Person skateboarding at the beach wearing Crap Eyewear): Caption: Sun's out, boards out, Crap on. Fueling your good times with quality shades that won't break the bank or the planet. #CrapEyewear #SkateLife #SustainableStyle #FunkyFrames
• •Product Description Snippet (for a bold, colorful frame): Meet The [Product Name] – because blending in is boring. These aren't your grandma's sunglasses (unless your grandma is super cool). Crafted from earth-friendlier bioacetate and ready for whatever you throw at them. 100% UVA/UVB protection, 1000% attitude.
• •Email Subject Line: Your Face Called, It Wants These. Email Body Preview: Hey, it's us, Crap Eyewear. Still making ridiculously cool, surprisingly affordable sunglasses so you can focus on more important stuff. Like what to wear with your new favorite shades.
• •Website Banner Text: Crappy Name. Serious Quality. Born in LA from sun, skate, and a little bit of rebellion. We make premium, eco-friendly eyewear that’s as unique as you are, without the luxury markup.