Brand Tone

Confident & Empowering, Playful & Edgy, Trendy & Youthful, Inclusive, Aspirational (LA Cool)

Brand Values

• •Style & Trendsetting
• •Affordability
• •Self-Expression & Confidence
• •Inclusivity
• •Quality (at its price point)
• •LA-Inspired Lifestyle

Best Practices

• •Use current, relevant slang and an informal, conversational tone that resonates with a Gen Z and Millennial audience. Avoid overly corporate or stiff language.
• •Craft messages that make the audience feel confident, stylish, and part of an exclusive-yet-welcoming 'party.' Reinforce the 'everyone is a 10/10' mentality.
• •Subtly weave in the West Coast, effortlessly cool, and trendsetting identity. Use imagery and scenarios that reflect this lifestyle.
• •Don't be afraid to be a little cheeky, energetic, and convey a confident attitude. Use emojis and exclamations where appropriate to add personality.
• •Ensure copy complements the vibrant, stylish, and often influencer-led visual content that is central to the brand's appeal on platforms like Instagram and TikTok.

Social Perception

Fashionable & Affordable, Good Quality for Price, Influencer-Driven Popularity, Positive Customer Experiences (Generally), Fun and Trendy

Copy Examples

• •LA just dropped a new mood. 🔥 Your baddie era called, it wants these shades. Effortless cool, zero apologies. Tap to make 'em yours. #DimeOptics #WestCoastVibes #Trendsetter
• •POV: You just found your main character sunnies. ✨ Dime Optics. Style that hits different, prices that don’t. You’re a 10/10, remember that. 😉 #DimeBaby #AffordableStyle #ConfidenceBoost
• •LEVEL UP YOUR LOOK (WITHOUT EMPTYING YOUR WALLET). Fresh Dime styles just hit. Get that drip. BOGO Free is ON! Don't just follow trends, BE the trend. 👑
• •Screen time but make it fashion. 💻✨ Protect your power (and your eyes) with Dime Blue Light. Look good, feel good, play on. #DimeOptics #BlueLightBoss #TechGlam
• •Spotted: Your Next Obsession Has Arrived, Dime. 🔥 (Body Preview: Hey trendsetter, new heat from LA is here. Click to unbox the attitude...)