Brand Tone

passionate, technical, and performance-oriented

Brand Values

• •Performance and Excellence
• •Protection and Safety
• •Innovation and Technology
• •Passion for Sport
• •Italian Style and Quality
• •Customer Satisfaction and Support

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining the brand's tone (passionate, technical, performance-oriented), key messaging pillars (performance, protection, innovation), approved terminology (e.g., "DCHROM®," "TR90," "ultralight"), and words to avoid. This ensures everyone writing for the brand is aligned.
• •Focus on "How," Not Just "What": Instead of just listing features, explain *how* those features benefit the athlete. For example, "TR90 frame makes the glasses 20% lighter for enhanced comfort during long rides," is stronger than "Lightweight TR90 frame."
• •Use Action-Oriented and Evocative Language: Employ strong verbs and descriptive adjectives that resonate with athletes and the feeling of being in action (e.g., "conquer," "unleash," "master," "relentless," "unwavering").
• •Incorporate Technical Specificity (Authentically): Mention specific technologies and materials when relevant, demonstrating expertise and the product's superior quality, but explain their benefits clearly without overwhelming the reader with jargon.
• •Maintain Consistency Across All Channels: Ensure the brand tone is consistently applied across the website, social media posts, product descriptions, email marketing, and customer service interactions. Review content regularly to check for consistency.

Social Perception

athlete-focused, technical and specialized, good value, and collaborative

Copy Examples

• •Headline: Unleash Your Peak Performance. Body: Engineered with cutting-edge DCHROM® lens technology and ultra-light TR90 frames, Demon Occhiali sunglasses adapt to every challenge, ensuring flawless vision and unwavering focus. Don't just compete. Dominate. #DemonizeYourself
• •Headline: See Beyond Limits. Protect Your Vision. Body: From treacherous mountain trails to sun-drenched tracks, our sports eyewear offers unparalleled protection against impact and harmful UV rays. Experience the perfect fusion of Italian style and technical superiority. Your eyes, shielded by Demon.
• •Headline: Born from Passion. Built for Champions. Body: We understand the relentless pursuit of excellence because sport is in our DNA. Demon Occhiali delivers the optical precision and rugged durability that serious athletes demand. Feel the difference.
• •Headline: Master Every Element. Body: Wind, glare, debris – conquer them all. Demon’s advanced lens technology and ergonomic design provide ultimate comfort and visual clarity, no matter how extreme the conditions. Your sport. Your Demon.
• •Headline: The Science of Speed. The Art of Vision. Body: Decades of research and development have culminated in eyewear that’s not just an accessory, but essential gear. Experience enhanced contrast, reduced glare, and the lightweight comfort to push further. Elevate your game with Demon.