Brand Tone

aspirational, bold, and empowering

Brand Values

• •Individuality and Self-Expression
• •Fearlessness and Boldness
• •Transformation and Empowerment
• •Quality and Accessibility

Best Practices

• •Always Use Empowering Language: Every piece of copy, from product descriptions to social media captions, should include words that inspire confidence, boldness, and individuality.
• •Maintain the "Dragon" Metaphor: Consistently use the "dragon" and "dragoness" theme in your messaging. This reinforces the brand's unique identity and makes it memorable.
• •Speak Directly to the "Inner Self": Frame your messaging around personal transformation and self-discovery, aligning with the core call to action to "awaken the dragon within."
• •Keep it Aspirational and Bold: Avoid passive or purely functional language. The tone should always be energetic and focused on the potential and lifestyle of the customer, not just the features of the glasses.
• •Balance Edginess with Professionalism: While the brand has an edgy persona, it also provides a health-related service. The copy should be exciting and bold, but also clear, trustworthy, and professional, especially when discussing eye exams and product quality.

Social Perception

a modern and stylish eyewear brand specifically targeting a younger, fashion-conscious demographic in Mexico, perceived as unconventional, trustworthy, and customer-oriented, with a focus on empowerment.

Copy Examples

• •Your vision is unique. Your style should be too. Introducing the new collection from DragonGarage. It’s more than eyewear, it’s a statement. #AwakenTheDragon
• •Don't just see the world, conquer it. How does your DragonGarage eyewear empower you? Show us your look and tag @dragongarageoficial. #DragonVision
• •Clarity in sight, power in spirit. Get a free eye exam with your first pair of DragonGarage glasses. Find your inner dragon. Book your appointment today.
• •Engineered for the bold. The 'Rex' frame from our Dragones collection is built for those who lead, not follow. Discover the details that define you at dragongarage.us.
• •We're not in the business of selling glasses. We're in the business of unleashing potential. Every pair is a piece of armor for your daily battles. Find yours. #BeIntrepid