Brand Tone

Confident & Edgy, Urban & Street-Savvy, Inclusive & Individualistic, Community-Focused & Approachable, Quality-Conscious & Transparent (aspiring)

Brand Values

• •Individuality & Self-Expression
• •Quality & Craftsmanship
• •Style & Comfort
• •Community & Connection
• •Exclusivity & Limited Availability
• •Ethical & Sustainable Practices (stated)
• •Fair Pricing

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Document the specific characteristics of HWA's tone (e.g., confident, edgy, inclusive, street-savvy), including approved vocabulary, phrases to avoid, and examples of on-brand and off-brand copy. This guide should be the single source of truth for anyone creating content.
• •Embrace the "Attitude": Ensure copy consistently reflects the boldness and confidence inherent in the brand name. Use strong verbs and direct language. Avoid overly passive or timid phrasing. The copy should feel like it has a distinct personality.
• •Speak the Language of the Street (Authentically): Incorporate contemporary slang and cultural references relevant to the urban and streetwear scene naturally, without forcing it. Stay updated on how the target audience communicates. The inspiration from sport, art, and music should subtly inform the language.
• •Highlight Individuality and Empowerment: Frame product benefits around self-expression and standing out. Use language that empowers the customer and celebrates their uniqueness, aligning with the value of being "created for all humans who stand out for their personality."
• •Maintain a Consistent Visual and Textual Narrative: Ensure the tone of the copy aligns seamlessly with the brand's visual identity across all platforms (website, Instagram, TikTok, YouTube). The edgy photography and videography should be complemented by equally impactful text. The message "Pas de mannequins, juste vous" (No models, just you) also suggests a raw, authentic feel to maintain.

Social Perception

Stylish & Fashion-Forward, Good Quality, Urban & Cool, Authentic & Community-Oriented (emerging), Desirable & Exclusive

Copy Examples

• •Instagram Post (New Collection): "Engineered for the individual. Built for the streets. The new HWA drop isn’t just clothing, it’s your next statement. Limited pieces. Unlimited attitude. #HumanWithAttitude #HWADrop #ParisStreetwear"
• •Product Description (Jacket): "Don’t just face the city, own it. Our [Jacket Name] combines raw urban edge with refined construction. Crafted for those who write their own rules and wear their attitude. This isn't just a jacket; it's armor for the authentic. #HWAStyle #UrbanEdge"
• •TikTok Video Caption (Styling Video): "No basics here. Just pure attitude. Watch how we flip the script on everyday style with the [Item Name]. Show us how you rock your HWA. #HWACrew #StyleChallenge #OwnYourLook"
• •Website Banner (Homepage): "HUMAN WITH ATTITUDE: Beyond Fashion. Define Yourself."
• •Email Subject Line (Exclusive Access): "Your Attitude. Elevated. Early Access to the HWA [Collection Name] Starts Now."