Brand Tone

provocative, activist, impertinent, bold, and unapologetically direct.

Brand Values

• •Freedom of Expression
• •Social Justice
• •Activism & Engagement
• •Impertinence & Boldness
• •Authenticity
• •Sustainability & Ethical Production
• •Meaningful Consumption

Best Practices

• •Develop a "Voice Guide": Go beyond just "provocative." Define what that means for discours.fr. Is it witty, sarcastic, academic, aggressive? List approved and disapproved words/phrases.
• •Know Your Audience Deeply: Understand their language, their points of passion, and their points of contention. The copy should resonate with their activist mindset.
• •Be Unapologetic (But Strategic): While the tone is impertinent, ensure messages are clear and serve the brand's core values rather than being offensive for shock value alone. Every provocation should have a point.
• •Consistency Across All Channels: Whether it's a product description, a tweet, an Instagram caption, or customer service interaction, the core tone (bold, activist, direct) must be recognizable.
• •Use Strong Verbs and Direct Language: Avoid passive voice and vague statements. The copy should be as impactful and direct as the messages on the apparel. Make declarations, ask challenging questions.

Social Perception

It likely appeals strongly to a niche audience that shares its activist and provocative stance. The "impertinent" and "committed" nature means the brand is likely polarizing. The emphasis on organic cotton and French production could attract customers who prioritize ethical and sustainable consumption.

Copy Examples

• •Product (T-shirt: "La Révolution Sera Féministe"): "Don't just whisper your beliefs, wear them. This isn't just a t-shirt, it's a headline. Join the discourse. #RevolutionFeministe #DiscoursFR"
• •Brand Ad (General): "Tired of beige? So are we. discours.fr - Clothing that says what you're thinking. Loudly. #SpeakYourMind #ImpertinentStyle"
• •Social Media Post (Engaging with a current event): "They call it controversial. We call it conversation. Our new [Product Name] tee is here to stir things up. What's your discours? #EngagedFashion #DebateMe"
• •Email Subject Line (New Collection): "Warning: May Cause Opinions. Our New Collection Has Arrived."
• •Product Description (Accessory - Tote Bag: "Liberté, Égalité, Imbécillité [crossed out] Fraternité"): "Carry your essentials. And your convictions. This tote doesn't just hold your stuff; it holds a mirror to society. Ethically made, unapologetically bold. #DiscoursTote #StatementBag"