Brand Tone

Youthful & Energetic, Confident & Bold, Stylish & Fashion-Forward, Approachable & Engaging, Value-Conscious

Brand Values

• •Individuality & Self-Expression
• •Quality & Affordability
• •Style & Trend Awareness
• •Customer Satisfaction
• •Passion

Best Practices

• •Know Your Audience Deeply: Understand their slang (if appropriate for the channel), their aspirations, what makes them tick, and what kind of fashion content they consume. Write as if you're speaking directly to one of them.
• •Use Active Voice & Energetic Language: Employ strong verbs and keep sentences relatively concise and impactful. Avoid overly passive or academic language. Infuse enthusiasm.
• •Embrace Boldness (but stay authentic): Don't be afraid to be assertive and confident in your claims, especially regarding style and uniqueness. However, ensure it aligns with the actual product and brand capacity.
• •Stay Visually Consistent with Your Words: The style of your copy should match the style of your visuals (website design, photography, social media imagery). If the visuals are edgy and urban, the copy should reflect that.
• •Create a Simple Tone of Voice Guide: Document key characteristics of your brand voice (e.g., "We are: Confident, Youthful, Stylish. We are not: Arrogant, Childish, Generic"). Include "do's and don'ts" and examples of good vs. off-brand copy. Share this with anyone creating content for the brand.

Social Perception

A trendy source for affordable, stylish sunglasses; A youthful and modern brand; Good value for money; An emerging name in online urban accessories.

Copy Examples

• •DON'T JUST FOLLOW TRENDS. SET THEM. Unleash your edge with Grifers. Unique shades for a unique you.
• •Warning: May cause double-takes. Our new [Sunglasses Model Name] aren't for the faint of heart. Crafted for the bold, designed for the street. Premium UV400 protection meets a look that’s 100% you. Ready to own it?
• •City vibes on lock 🔑 @[user_tag] showing us how it's done in the 'Urbanite' shades. Sun's out, style's on. Tap to snag yours. #Grifers #UrbanStyle #SunglassGameStrong
• •🔥 Fresh Drops! Your New Signature Look Awaits (Don't Miss Out!)
• •Beyond the Hype: 5 Sunglass Styles That Actually Define Street Cool in 2025