Brand Tone

modern, sophisticated, clean, and aspirational

Brand Values

• •Quality & Craftsmanship
• •Design & Aesthetics
• •Modernity & Innovation
• •Perspective/Movement
• •Comfort

Best Practices

• •Develop a Brand Voice Guide: Create a document outlining key tonal attributes (e.g., sophisticated, minimalist, confident, precise), approved vocabulary, and phrases to avoid. This ensures anyone writing copy understands the desired voice.
• •Prioritize "Show, Don't Just Tell": Instead of saying "our glasses are high quality," describe the specific materials, design elements, or craftsmanship details that *demonstrate* the quality (e.g., "Crafted from single-block Mazzucchelli acetate for enduring strength and a richer hue," if applicable, or focus on the "refined details and modern silhouettes" they currently state).
• •Maintain Visual-Verbal Harmony: Ensure the language used in copy perfectly complements the visual style of the website and social media. If the visuals are clean and modern, the copy should be concise, clear, and sophisticated, avoiding overly casual or ornate language.
• •Focus on the "Why": Connect product features to the brand's core values and the customer's aspirations. For Hills, this means linking the "clean aesthetics" and "craftsmanship" to the idea of "a new way of seeing" or "building a movement."
• •Consistency Across All Channels: Apply the defined brand tone consistently across the website, product descriptions, social media posts, email marketing, and customer service interactions to build a strong, recognizable brand identity. Regular audits of content can help maintain this consistency.

Social Perception

Customers who appreciate the design and feel of the frames perceive them as high-quality for the price point, stylish, and comfortable. The branding and marketing are seen as effective and appealing.

Copy Examples

• •Instagram Post (Image: Close-up of a Hills frame on a minimalist background): Detail in design. Confidence in construction. Experience the Hills difference – where modern aesthetics meet exceptional craftsmanship. #HillsEyewear #RefinedDesign #EyewearElevated
• •Website Banner: HILLS Eyewear: See the World Differently. Frames designed for a modern life, crafted with precision and timeless style.
• •Product Description Snippet (for a new collection): Introducing the 'Origin' Collection by Hills. Rooted in clean lines and built with premium, lightweight materials for unparalleled comfort and lasting style. Discover your new perspective.
• •Email Subject Line (for a promotion): Elevate Your Look: Discover Understated Sophistication with Hills Eyewear.
• •TikTok Video Concept Caption (Showcasing the glasses in various urban settings): From morning commute to evening out, Hills Eyewear moves with you. Effortless style, exceptional comfort. #HillsEyewear #ModernFrames #StyleInMotion #DesignedForLife