Brand Tone

Rebellious, defiant, unapologetic, nostalgic, direct, confident, assertive, and exclusive.

Brand Values

• •Authenticity
• •Blue-Collar Work Ethic
• •Rebellion and Freedom
• •Exclusivity
• •American Made

Best Practices

• •Embrace the "Us vs. Them" Mentality: Always write as if speaking to an insider. Use inclusive language ("we," "us") for your audience and exclusive language ("not for everyone," "some people won't get it") to reinforce the brand's niche appeal.
• •Use a Strong, Active Voice: Avoid passive language. Use powerful verbs and direct, declarative sentences. The tone should be confident and assertive, never hesitant.
• •Tell the Story: Continuously weave the brand's origin story and values into the copy. Reference the "blue-collar hero," the inspiration from "Dad," and the love for "motorcycle badasses."
• •Stay True to the Vernacular: Use words and phrases that resonate with the target subculture, such as "hellraisers," "speed demons," "kustom kulture," and "grit." This demonstrates authenticity and a deep understanding of the community.
• •Visual and Textual Harmony: Ensure the tone of the copy always matches the dark, rebellious, and nostalgic aesthetic of the brand's visuals. The words should feel like they belong in the world depicted in the photos and videos.

Social Perception

Driven John Co. is perceived by its target audience as an authentic and edgy brand that genuinely represents their lifestyle and values. It fosters a strong sense of community and loyalty among its followers. For outsiders, the brand might appear intimidating or overly aggressive, a perception it willingly embraces.

Copy Examples

• •Some see grease and steel. We see a blue-collar heart beating to its own damn drum. Built, not bought. Ridden, not parked. This is for the ones who get it. #DrivenJohnCo #ProudlyNotForEveryone
• •The 'Classic Seal' tee isn't just a shirt. It's a statement. Forged from 100% ring-spun cotton for a feel that's as real as the work you put in. It’s for early mornings, late nights, and the open road in between. Wear it with pride. We made it for you.
• •For the Hellraisers. New Gear Has Dropped.
• •Not For The Faint of Heart. We're a brand for the unapologetic. The ones who live by their own code and answer to no one. Inspired by the working class heroes and built for the road ahead. Think you've got what it takes? Join the crew.
• •Crafted with grit and gasoline. The way it should be. #MadeInUSA #Driven