Brand Tone

Youthful & Trendy, Confident & Empowering, Approachable & Engaging, Authentic, Playful & Energetic

Brand Values

• •Authenticity
• •Quality & Durability
• •Innovation
• •Customer Satisfaction
• •Integrity & Respect
• •Inclusivity & Self-Expression
• •Drive & Purposeful Design

Best Practices

• •Know Your Audience, Speak Their Language: Consistently use language, references, and humor that resonate with the target demographic (youthful, trend-aware). Avoid overly formal or corporate jargon.
• •Emphasize Individuality and Movement: Frame messaging around self-expression, confidence, and an active lifestyle. Use empowering calls to action.
• •Maintain Visual and Verbal Consistency: Ensure that the tone of voice in captions, ad copy, and website content aligns with the visual style of imagery and videos – typically energetic, authentic, and stylish.
• •Highlight Heritage with a Modern Twist: Leverage Lee's long history to build trust and authenticity, but always connect it to contemporary relevance and innovation.
• •Engage Authentically: Respond to comments and messages in a friendly, approachable, and helpful manner. Encourage user-generated content that reflects the brand's values of self-expression and an active lifestyle.

Social Perception

Heritage Brand, Stylish & Fashion-Forward (especially among target youth), Reliable Quality (though with some concerns), Accessible Fashion, Engaged with Youth Culture

Copy Examples

• •Headline: Your Story. Your Fit. Your Lee. Body: Don't just wear jeans, make a statement. Lee Jeans Ph brings you denim that moves with you, celebrates your vibe, and lasts through every adventure. #LeeJeansPh #MoveYourLee
• •Headline: Level Up Your Look. Effortlessly. Body: From street style to chill vibes, find your perfect pair with Lee. Iconic quality, fresh designs. Shop the latest drops now! #LeeStyleArmy #DenimDefined
• •Headline: Authentic Since 1889. Remixed For You. Body: We’ve been crafting legendary denim for generations. Now, it’s your turn to own the legacy. Discover timeless style with a modern edge. #LeeOriginals #RealDenim
• •Headline: Tired of "meh" jeans? So are we. Body: Get into Lee Shape Magic and feel the difference. Denim that sculpts, flexes, and keeps up with your hustle. Ready for your confidence boost? #LeeShapeMagic #FitsYou
• •Headline: Weekend Plans? We’ve Got Your Outfit. Body: Adventure-ready denim that’s as bold as you are. Grab your Lee Jeans and make some memories. What’s your next move? #LeeJeansPh #LifeInMotion