Brand Tone

Confident & Proud, Value-Oriented & Quality-Conscious, Approachable & Community-Focused, Stylish & Modern

Brand Values

• •Quality: "High-quality eyewear," "premium craftsmanship," "QLTY over QNTY."
• •Affordability/Value: Providing luxury-comparable quality without the luxury price tag.
• •Local Pride/Community Connection: Strong identification with Montreal (YUL), supporting local teams, and engaging with the local community.
• •Style & Modernity: Offering fashionable and contemporary designs.
• •Customer Connection: Valuing direct interaction and feedback from customers.
• •Protection & Safety (for eyewear): Highlighting UV400 protection and polarized lenses as standard features.

Best Practices

• •Emphasize Value and Quality Equally: Always balance the message of affordability with the assurance of high quality and premium materials. Avoid sounding "cheap"; instead, focus on being "smart value."
• •Infuse Local Montreal Flavour Authentically: Use "YUL" and references to Montreal in a way that feels genuine and proud, connecting with local identity. Ensure this resonates even with a broader audience by framing it as a mark of unique origin and style.
• •Maintain an Approachable and Confident Voice: Write as if you're speaking to a stylish, savvy friend. Be confident in your product's quality but remain grounded and community-oriented.
• •Be Clear and Direct about Product Benefits: Especially for eyewear, clearly communicate functional benefits like UV protection and polarization alongside style aspects.
• •Foster Community Engagement: Use language that invites interaction (e.g., "DM us," "share your style") and highlights community involvement, reinforcing the brand's connection to its roots and customers.

Social Perception

Aim to be perceived as a trusted brand for stylish and affordable eyewear. Received "incredible feedback" and "enthusiasm and support" in their early stages at SneakerCon events and pop-ups, suggesting a positive initial reception within that specific niche and local community. By sponsoring the Montreal Alliance and collaborating with local ambassadors, they are likely perceived positively by those affiliated with or fans of these local entities. The emphasis on "Montreal pride" seeks to resonate with a local audience.

Copy Examples

• •Headline: YUL Style. Global Quality. Local Price. Body: Don't just wear sunglasses. Represent your city. Our DeLuxe YUL eyewear offers premium UV400 polarized protection and cutting-edge style, inspired by the streets of Montreal. Experience luxury quality, without the luxury markup. CTA: Shop The Collection.
• •Headline: See and Be Seen. The Montreal Way. Body: From bustling downtown to weekend getaways, your style speaks volumes. DeLuxe YUL combines high-performance polarized lenses with designs that turn heads. Quality you can feel, at a price that makes sense. That's our promise. CTA: Discover Your Pair.
• •Headline: QLTY over QNTY. It’s Not Just a Cap, It’s a Mindset. Body: Rock the YUL with pride. Our apparel is designed for those who value premium materials and a connection to Montreal. Just like our eyewear, it’s all about delivering the best, because our community deserves it. CTA: Rep Montreal.
• •Instagram Post Caption: Image: Stylish shot of someone wearing DeLuxe YUL sunglasses in a recognizable Montreal location. "Protect your vision, rep your city. 🕶️ All DeLuxe YUL sunglasses come standard with UV400 polarized lenses because your eyes deserve the best. Quality, style, and a piece of Montreal in every pair. DM us for local MTL/Laval pickup! #DeluxeYUL #MontrealStyle #SupportLocalMTL #QualityEyewear #YUL"
• •About Us Snippet (for social media or shorter website sections): "Born at SneakerCon, raised on the streets of Montreal. DeLuxe YUL is all about bringing you high-quality, stylish eyewear and apparel without the outrageous price tag. We’re for the community, by the community. #QualityFirst #MontrealProud"