Brand Tone

Provocative and Thought-Provoking, Inspirational and Empowering, Unapologetic and Bold, Community-Oriented, Resilient

Brand Values

• •Choice and Decision-Making
• •Faith/Spirituality
• •Reducing Violence/Promoting Peace
• •Self-Reflection
• •Freedom (Implicit/Varied Interpretation)

Best Practices

• •Prioritize the "Choice" Narrative: Consistently emphasize the core message of choosing a positive path (represented by "God" or faith/spirituality) over negative or violent reactions (represented by "Guns"). This helps clarify the founder's original intent.
• •Balance Boldness with Nuance: While apparel designs might be bold and cater to patriotic or Second Amendment themes, ensure accompanying messaging (especially on social media and "About Us" sections) reiterates the deeper, thought-provoking question about life choices and the brand's anti-violence stance.
• •Showcase Diverse Interpretations (Carefully): Share customer stories that reflect both the anti-violence message AND the empowerment some may feel from the faith/freedom designs, but always frame them within the overarching theme of conscious choice and positive values.
• •Engage with the Community: Actively participate in conversations sparked by the brand. Use these opportunities to reinforce the intended message and address potential misinterpretations with clarity and respect.
• •Founder's Story as an Anchor: Continue to leverage Tyree Lewis's personal story and mission as the authentic foundation of the brand. This human element adds depth and credibility to the "positive choice" message, differentiating it from more generic "God and Guns" slogans.

Social Perception

Dual Perception: (1) As an Anti-Violence/Pro-Positive Choice Message (2) As a Pro-Faith and Pro-Second Amendment Statement. Positive for Product Quality and Customer Service. Conversation Starter. Support for Black-Owned Business. Potential for Misinterpretation.

Copy Examples

• •Headline: In the Face of Adversity: What Do You Choose? Body: Life throws choices at us every day. Some small, some monumental. Our apparel isn't just a statement, it's a reminder: your decisions define your tomorrow. Choose wisely. Choose your path. #GodOrGuns #MakeYourChoice
• •Headline: More Than Apparel. It's a Conversation. Body: Wear what makes you think. Spark a dialogue. The question isn't just for you, it's for the world around us. God or Guns: What path leads to a better future? #FaithOverFear #PositiveChoices
• •Headline: Unapologetically You. Unapologetically Thoughtful. Body: Stand firm in your values AND your commitment to a better path. Our designs are bold, the message is deep. It's about the strength found in faith, family, and the freedom to choose peace. #GodOrGunsLifestyle #InnerStrength
• •Headline (for "Allah or Ammo" line): Guidance or Conflict? Your Life, Your Decision. Body: The principle is universal: in moments of challenge, seek the path of wisdom and positive action. Wear the reminder. Inspire the change. #AllahOrAmmo #ChoosePeace
• •Headline: From the Streets of Philly, A Message of Hope. Body: Born from a desire to see change, God or Guns is about choosing a higher path over a destructive one. It’s a call to think, to decide, to live with purpose. Support the movement, wear the message. #GodOrGuns #PhillyStrong #HopeAndResilience