Brand Tone

Elegant & Sophisticated, Practical & Functional, Confident & Assured, Aspirational & Glamorous (Down-to-Earth), Informative & Trustworthy

Brand Values

• •Innovation
• •Quality & Craftsmanship
• •Functionality & Practicality
• •Timeless Elegance
• •Celebrating Women
• •Sun Protection & Health Consciousness
• •Intelligent Luxury
• •Sustainability (Emerging)

Best Practices

• •Embrace Elegant Simplicity: Use clear, concise language that conveys sophistication without being overly verbose or stuffy. Avoid jargon where possible, and when technical terms like "UPF 50+" or "Squishee®" are used, ensure their benefits are clearly communicated.
• •Highlight Functional Glamour: Consistently balance aspirational lifestyle imagery and descriptions with tangible product benefits. Showcase how the elegance of the design seamlessly integrates with practical features like sun protection, durability, and packability.
• •Speak with Quiet Confidence: The brand has a rich heritage and innovative products. Communicate this with an assured, knowledgeable voice that reflects the quality and craftsmanship, without resorting to hyperbole. Let the product benefits and design speak for themselves.
• •Maintain Visual Cohesion: Ensure all visual content (website, social media, advertisements) reflects the brand's sophisticated and polished aesthetic. Use high-quality imagery that showcases the products in an aspirational yet relatable manner.
• •Focus on the "Why": Beyond describing product features, articulate the underlying values – the celebration of women, the commitment to intelligent luxury, and the desire to make hat-wearing viable and stylish for the modern individual. This creates a deeper connection with the audience.

Social Perception

High-Quality & Luxurious, Stylish & Fashionable, Functional & Reliable, Prestigious & Endorsed, Worth the Investment, Iconic & Recognizable

Copy Examples

• •Headline: Enduring Style. Effortless Protection. Body: Discover Eric Javits. Our iconic Squishee® hats offer UPF 50+ sun safety, packable convenience, and the timeless elegance you deserve. Travel beautifully, live confidently. Targeting: Focuses on core values of timeless style, sun protection, and practicality.
• •Headline: The Art of Intelligent Luxury. Body: More than just an accessory, an Eric Javits piece is an investment in unparalleled craftsmanship and innovative design. Experience the difference of materials that perform and style that endures. Targeting: Highlights quality, innovation, and the lasting value of the products.
• •Headline: Your Signature Look, Elevated. Body: From sun-drenched beaches to city explorations, find the perfect Eric Javits hat or handbag to complement your every moment. Where down-to-earth glamour meets everyday function. Targeting: Emphasizes versatility, style, and the blend of glamour with practicality.
• •Headline: Travel Light, Arrive Chic. Body: Don’t let your style be compromised by your adventures. Our renowned Squishee® accessories pack effortlessly and retain their flawless shape, ensuring you’re always impeccably turned out, wherever life takes you. Targeting: Focuses on the key benefit of packability for the travel-conscious consumer.
• •Headline: Celebrate Every Day with Confidence. Body: Eric Javits designs are crafted to empower. With superior sun protection and enduring elegance, step out in style knowing you’re beautifully and intelligently covered. Targeting: Appeals to the desire for confidence, protection, and sophisticated style.