Brand Tone

Empowering, Story-driven & Personal, Adventurous, Quality-conscious, Customer-centric, Rebellious, Edgy, Rugged, Non-conformist.

Brand Values

• •Self-Expression & Individuality
• •Quality Craftsmanship
• •Authenticity
• •Customer Experience
• •Confidence & Adventure

Best Practices

• •Embrace "Bold Authenticity": Consistently use language that is confident, direct, and encourages self-expression. Avoid overly soft or generic phrasing. Let the copy reflect the "bold, authentic self-expression" the brand champions.
• •Balance "Gang" with "Individuality": While "Gang" implies community and a shared ethos (strength, rebellion, style), always bring it back to the individual's unique story and expression. Use "gang" or "crew" metaphorically to suggest a collective of like-minded individuals rather than an exclusive or intimidating group.
• •Highlight Craftsmanship & Quality: Reinforce the "premium" and "high-quality" aspects of the products to build trust and justify the investment. This helps counter any potentially negative "gang" connotations by focusing on the product's intrinsic value.
• •Tell a Story (or Encourage it): Use narrative elements. Talk about the "journey," the "story" each piece represents, and the "adventure" it empowers. This makes the brand more relatable and aspirational.
• •Be Mindful of Connotations: Given the strong connotations of "gang," ensure copy is empowering and focuses on style, freedom, and self-expression, rather than inadvertently hinting at negative stereotypes. The message should always be about personal empowerment through style, not anti-social behavior. Test copy to ensure it resonates positively with the target audience.

Social Perception

Toughness, coolness, rebellion, freedom, a sense of belonging to a subculture, edgy, a sense of belonging to a tribe that values boldness and a specific aesthetic, strong, tight-knit community feel.

Copy Examples

• •Headline: Join the Gang. Define Your Legacy. Body: This isn't just leather. This is your second skin. Crafted for the bold, the individuals, the ones who write their own rules. Leather Gang empowers your authentic story. Customize your journey. Call to Action: Shop Now & Express Yourself.
• •Headline: More Than a Jacket. It's a Statement. Body: Leather Gang: Premium, handcrafted leather for those who live with confidence and ride with adventure. Each stitch tells a story. What will yours say? Call to Action: Discover Your Signature Piece.
• •Headline: Built for the Road. Designed for You. Body: From classic cuts to custom creations, Leather Gang delivers quality that speaks volumes. Wear your rebellion. Wear your freedom. Wear your story. Call to Action: Customize Your Leather.
• •Headline: Leather Gang: Where Craftsmanship Meets Attitude. Body: We're not just selling jackets; we're outfitting your individuality. Experience the feel of premium leather, designed to inspire confidence for every journey. Call to Action: Explore the Collection.
• •Headline: Unleash Your Inner Maverick with Leather Gang. Body: Step into leather that’s as unique as you are. Bold designs, personalized craftsmanship, and the spirit of adventure woven into every fiber. This is your armor for life's ride. Call to Action: Find Your Fit.