Brand Tone

Authentic & Passionate, Confident & Ambitious, Approachable & Down-to-Earth, Adventurous & Spirited, Respectful & Community-Oriented

Brand Values

• •Quality & Craftsmanship
• •British Heritage & Lancashire Roots
• •Durability & Purpose
• •Adventure & Experience
• •Customer Focus & Service
• •Authenticity & Integrity
• •Innovation & Modernity

Best Practices

• •Embrace the "Proper" Ethos: Continuously reinforce the idea of "Proper Shoes" by highlighting quality materials, craftsmanship, durability, and timeless style in all descriptions and narratives.
• •Speak with Northern Confidence (and a bit of "Ballsy" Charm): Use a confident, slightly informal, and engaging tone. Don't be afraid to inject personality and the occasional colloquialism that reflects the brand's Lancashire roots and "work hard, play hard" spirit (e.g., "Get 'em worn," "ballsy British White bull").
• •Tell the Story of Adventure and Origin: Weave elements of the founder's journey, the inspiration behind designs (like places in Lancashire or global travels), and the spirit of adventure into product descriptions, social media posts, and blog content.
• •Be Approachable and Community-Focused: Write as if you're talking to a mate. Encourage interaction, share customer stories ("Proper People" series), and highlight local connections and partnerships. The language should be welcoming and inclusive.
• •Balance Heritage with Modernity: While celebrating traditional shoemaking and British heritage, ensure the copy also reflects LANX as an innovative and contemporary brand that isn't stuck in the past. Highlight how classic styles are reimagined for modern life.

Social Perception

Positive Customer Feedback, Appreciation for British Made/Designed, Valued Customer Service, Stylish & Unique, Good Value for Money, Growing Brand Recognition

Copy Examples

• •Headline: Built in Britain. Ready for Your World. Body: From the cobbled streets of Lancashire to wherever your ambition takes you. Our [Shoe Name] isn't just made; it's crafted. Proper materials, timeless design, and that LANX grit. Ready to write your story? Get 'em worn.
• •Headline: Work Hard. Play Harder. Look Damn Good Doing Both. Body: The [Boot Name] boot. Engineered for the boardroom, built for the after-hours adventure. We believe in footwear that keeps up with your life, not the other way around. Quality leather, rugged soles, and a touch of Northern spirit.
• •Headline: More Than a Shoe. It's a Piece of Lancashire. Body: Every stitch tells a story. Every pair of LANX shoes carries the heart of our home. Inspired by tradition, designed for today. Feel the difference craftsmanship makes. Explore the [Collection Name] collection.
• •Headline: Adventure Called. We Made Sure Your Feet Are Ready. Body: Life’s too short for ordinary shoes. Or ordinary days. The LANX [Sneaker Name] is your companion for exploration – whether it’s a new city or your own backyard. Durable, stylish, and always up for it. What are you waiting for?
• •Headline: The LANX Promise: Proper Shoes. No Nonsense. Body: We set out to make shoes the right way. With passion, with the best materials, and with a nod to the folk who wear them. Tough, comfortable, and uniquely LANX. Join the family.