Brand Tone

Edgy & Rebellious, Confident & Assertive, Youthful & Street-Smart, Authentic & Unfiltered, Slightly Poetic/Philosophical (in its own gritty way)

Brand Values

• •Individuality & Self-Expression
• •Authenticity
• •Resilience & Character (Worn-in, not Worn-out)
• •Quality & Craftsmanship (implied)
• •Utility & Function
• •Made in India / Supporting Local (from EKSDEE carryover)

Best Practices

• •Embrace Imperfection & Authenticity: Always lean into the "real," "raw," and "worn-in" aspects. Avoid overly polished, corporate, or generic language. Use words that convey texture, experience, and a bit of rebellion.
• •Speak with Confidence & Edge: Use a direct, assertive, and slightly defiant tone. Don't be afraid to challenge norms or make bold statements that reflect the brand's unique philosophy.
• •Focus on "Story" and "Character": Position the clothes not just as garments, but as items that gain value and meaning through being worn and "lived in." Highlight how they reflect the wearer's individuality and journey.
• •Use Streetwear Vernacular (Authentically): Incorporate language that resonates with the target streetwear audience (e.g., "vibe," "drop," "fit"), but ensure it feels natural and not forced. The tone is more about attitude than slang.
• •Visual-Verbal Harmony: Ensure the copy consistently complements the gritty, textured, and urban visual identity seen on Instagram and the website. The words should evoke the same feelings as the images.

Social Perception

Emerging Brand, Visually Driven, Target Audience: Likely young adults and style-conscious individuals who appreciate streetwear with an edge, unique designs, and a story behind the brand. They are individuals who value self-expression and authenticity over mainstream perfection., Focused Niche, Potential for Community Building

Copy Examples

• •Instagram Post (New Jacket): They call it wear and tear. We call it character. This isn't just a jacket, it's a record of where you've been and where you're going. New drop. Live in it. RUSTLINES. #Rustlines #WornIn #StreetwearStory
• •Website Banner (Homepage): Perfection is boring. Embrace the grit. RUSTLINES: Streetwear that’s as real as you are. Shop the collection.
• •Product Description (Denim Jeans): Forget flawless. These jeans are built to fade, fray, and tell your story. Heavy-duty denim, utility fit, and an attitude that doesn’t quit. Because the best things in life are a little bit rusted. #RustlinesDenim #StreetLegacy
• •Facebook Ad (Targeting Individuality): Your style. Your rules. No algorithm can define you. RUSTLINES is for the originals, the ones who wear their chaos with pride. Unleash your edge. Shop Now. #BeTheRust #UnfilteredFashion
• •Email Subject Line (New Collection): Fresh Rust: New Drops That Hit Different.