Brand Tone

Rugged, confident, and aspirational, blending a rebellious, adventurous spirit with a commitment to premium quality, empowering customers through self-expression.

Brand Values

• •Individuality and Self-Expression
• •Quality Craftsmanship
• •Authenticity
• •Confidence and Adventure

Best Practices

• •Always frame products as a tool for self-expression, using words like "your story," "custom," "unique," and "personalize" to reinforce the customer as the focus.
• •Balance the language of rebellion and adventure with terms denoting quality (e.g., "rugged" with "premium," "handcrafted," "superior quality") to justify price and build trust.
• •Tell a story rather than just listing features, evoking a sense of adventure and longevity in every description.
• •Leverage the brand name "Gang" to foster a sense of belonging and community, using phrases like "Join the Gang" or "Welcome to the Gang."
• •Connect wearing the product to feeling powerful, bold, and self-assured, using active, empowering verbs to speak directly to customer aspirations.

Social Perception

The brand projects an image of a specialized, direct-to-consumer business focused on a niche market of leather enthusiasts, bikers, and those seeking a vintage or rebellious style. Perception is primarily shaped by its marketing due to a lack of external validation.

Copy Examples

• •Some stories are written in ink. Yours is stitched in leather. Our new Falcon Biker Jacket isn't just made; it's crafted to be a chapter in your journey. Built from premium cowhide, it’s ready for the road you’re about to pave. Customize yours and wear it loud. #LeatherGang #WearYourStory #BikerJacket
• •The Journeyman: A Jacket That Gets Better With Time. This isn't a jacket you just own; it's one you earn. Crafted from full-grain leather that ages with you, the Journeyman carries the spirit of the open road in every stitch. Its classic cut and rugged durability are a nod to timeless style, while the handcrafted finish ensures no two are exactly alike. This is your second skin, ready for a lifetime of adventures. Wear it in, wear it out, and make it yours.
• •Stop Following Trends. Start an Uprising. Your Custom Leather Jacket Awaits.
• •Inside: The Jacket That Says You've Arrived.
• •Beyond Clothing. This is Your Armor. Handcrafted Leather for the Fearless.