Brand Tone

Conscious & Authentic, Stylish & Modern, Approachable & Cool, Purpose-Driven, Innovative, Proudly Brazilian (Carioca)

Brand Values

• •Sustainability & Environmental Responsibility
• •Design & Craftsmanship
• •Transparency
• •Fairness
• •Customer Experience
• •Innovation
• •Local Production & Community
• •Individuality & Self-Expression

Best Practices

• •Always Lead with Values: Whether it's sustainability, design, or transparency, ensure these core principles are woven into the messaging, even subtly. Don't just sell glasses; sell what Zerezes stands for.
• •Embrace the "Carioca Cool": Maintain an authentic, approachable, and stylishly confident tone that reflects the brand's Rio de Janeiro origins. Use contemporary language but avoid being overly slangy to maintain a sense of quality and design focus.
• •Highlight the "Handmade" and "Local" Aspects: Emphasize the craftsmanship, the "Made in Rio" story, and the unique nature of the materials. This adds to the perception of quality, authenticity, and connection.
• •Be Transparent and Educational: Clearly explain the benefits of sustainable materials, the fairness of the pricing model, and the brand's impact initiatives. Empower customers with knowledge.
• •Focus on Individuality and Empowerment: Position Zerezes eyewear not just as a visual aid but as a tool for self-expression and confidence. Speak to how the glasses make the wearer *feel*.

Social Perception

Positive & Admired, Eco-Conscious Choice, Stylish & Fashion-Forward, High Quality & Trustworthy, Innovative Retailer, Authentically Brazilian, Aspirational yet Accessible

Copy Examples

• •Headline: See the World. Differently. Body: Your glasses are more than just a prescription; they’re a statement. At Zerezes, we handcraft unique eyewear in Rio from sustainable materials, because we believe in style that speaks volumes and ethics that don’t whisper. Discover frames as original as you are. Call to Action: Explore Conscious Design
• •Headline: Goodbye, Boring Glasses. Hello, Zerezes. Body: Tired of the same old specs? We’re Zerezes, and we’re shaking up the eyewear scene from our sunny Rio workshops. Think handcrafted designs, eco-friendly materials, and a vibe that’s all about expressing your true self. It almost hurts to call us an optician. Call to Action: Find Your Perfect Pair
• •Headline: Sustainable Style. Crafted by Hand. Loved by You. Body: From reclaimed wood that tells a story to innovative bio-acetates, every pair of Zerezes is a testament to conscious creation. Designed and handmade in Brazil, our glasses offer a clear vision of a more beautiful and responsible world. Call to Action: Shop Our Eco-Collection
• •Headline: More Than Eyewear. It’s a Movement. Body: Zerezes was born from a desire to do things differently. Fair prices, transparent practices, and a deep respect for our planet and people. Join us in redefining what it means to wear glasses. Style, sustainability, and a story in every frame. Call to Action: Discover Our Story
• •Headline: Your Face Is a Canvas. We Provide the Art. Body: Don't just correct your vision, express it. Zerezes offers uniquely designed eyewear, handcrafted with passion in Rio de Janeiro. Lightweight, comfortable, and made to make you feel as good as you look. Because seeing clearly should always be inspiring. Call to Action: Try On Your Next Masterpiece