Brand Tone

Bold & Provocative, Humorous & Playful, Confident & Unapologetic, Exclusive & Premium, Direct & Statement-Making

Brand Values

• •Self-Expression & Individuality
• •Quality & Craftsmanship
• •Boldness & Disruption
• •Humor & Lightness
• •Exclusivity

Best Practices

• •Embrace Bold Language: Don't shy away from provocative, witty, and direct phrasing. Use strong verbs and confident assertions.
• •Inject Humor (Where Appropriate): Weave in playful or humorous elements that align with the edginess of the statements on the caps. Keep it clever and sharp.
• •Focus on Self-Expression: Frame the product as a tool for individuality and making a personal statement. Highlight how it empowers the wearer.
• •Maintain a Premium Feel: Even with provocative language, ensure the overall copy reflects the luxury quality of the product through sophisticated word choices and a polished presentation. Avoid slang that cheapens the brand.
• •Be Unapologetically Confident: The copy should mirror the confidence of someone who would wear these caps. Avoid hesitant or overly cautious language. Stand by the brand's disruptive nature.

Social Perception

Fashion-Forward & Trendy, Conversation Starter, Polarizing (as intended), Associated with Confidence & Attitude, Collector's Item, Appeals to a Wide Age Range

Copy Examples

• •Headline: Don't Just Enter the Room. Own It. Body: Your thoughts are too loud for whispers. Say it all without saying a word. John Hatter & CO – Wear Your Statement. (Tone: Confident, Bold, Statement-Making)
• •Headline: Life's Short. Make It Unforgettable (and a Little Provocative). Body: Why blend in when you were born to stand out? Our luxury caps are crafted for the unapologetic, the bold, and those who laugh in the face of ordinary. Find your voice. (Tone: Humorous, Provocative, Confident)
• •Headline: Warning: May Cause Double Takes. Body: Crafted with premium materials and an even more premium attitude. John Hatter & CO is more than a cap, it's your personality, amplified. Handle with confidence. (Tone: Playful, Bold, Premium)
• •Headline: Less Apology, More Attitude. Body: Tired of the filter? So are we. Our exclusive statement caps are designed in Sweden for those who write their own rules. What will yours say? (Tone: Unapologetic, Direct, Exclusive)
• •Headline: The Only Approval You Need is Your Own. Body: John Hatter & CO: Luxury headwear for the discerning individual who isn't afraid to make waves. Quality you can feel, statements you can own. (Tone: Confident, Premium, Individualistic)