Brand Tone

edgy, rebellious, and confident

Brand Values

• •Artisanal Quality
• •Authenticity and Self-Expression
• •Timelessness

Best Practices

• •Use Strong, Active Language: Employ powerful verbs and direct statements. Avoid passive voice and weak adjectives. The tone should be confident and assertive.
• •Embrace the Edge: Incorporate language associated with rock and roll, rebellion, and freedom. Words like "unapologetic," "rebel," "raw," and "authentic" align with the brand's identity.
• •Highlight Craftsmanship: Consistently mention that the products are "handmade," "hand-forged," or "crafted in LA." This reinforces the value of quality and artisanal production.
• •Speak to the Subculture: Use terminology and references that resonate with the rock, metal, and motorcycle communities to build a stronger connection with the target audience.
• •Visual and Verbal Harmony: Ensure that the copywriting tone is always consistent with the visual branding. The dark, edgy photography should be matched by equally bold and evocative text.

Social Perception

The public and customer perception of Hell Bent Leather is that of a niche, high-quality, and authentic brand. Customers on social media and those who purchase their items likely see the brand as a way to connect with a specific subculture and express their personal style. The brand is perceived as cool, tough, and aligned with a rebellious spirit. There is an appreciation for the handmade quality and the unique designs that are not found in mainstream retail.

Copy Examples

• •Stop conforming. Start commanding. The new collection is here. Hand-forged in LA for the unapologetic. #HellBentLeather #HandmadeLeather #RockAndRollStyle
• •This isn't just a jacket. It's armor for the concrete jungle. Crafted from premium full-grain leather with a fit that feels custom-made, it's the only second skin you'll ever need. Built to last a lifetime of rebellion.
• •The ride doesn't end when you kill the engine. Carry the spirit of the road with you. Our handmade leather goods are as tough and timeless as your bike. Shop the collection.
• •Inside: Pieces Forged in Fire and Attitude.
• •Good things don't last forever. Neither does this sale. Get our timeless leather pieces before they're gone.