Brand Tone

Trendy & Fashion-Forward, Approachable & Friendly, Confident & Bold, Youthful & Urban

Brand Values

• •Quality & Good Materials
• •Style & Design
• •Accessibility & Affordability
• •Customer Experience
• •Authenticity & Genuineness
• •Sustainability

Best Practices

• •Stay Current with Vernacular (but Timeless in Core Message): Use contemporary language that resonates with a youthful, urban audience, but ensure the core message of quality and style remains consistent and doesn't become dated quickly.
• •Emphasize "Effortless Cool": The copy should convey a sense of style that is confident but not arrogant, trendy but also accessible and easy to incorporate into everyday life.
• •Highlight Quality Concisely: While the tone is trendy, subtly weave in mentions of quality materials and lens features (e.g., "polarized perfection," "crystal-clear views," "built to last") without sounding overly technical.
• •Be Direct and Action-Oriented: Use clear calls to action. Phrases like "Shop the Drop," "Find Yours," "Visit Us" are direct and encourage engagement.
• •Maintain Visual-Verbal Synergy: Ensure the copy complements the bold, stylish, and often user-generated visuals used on social media. The words should evoke the same feeling as the images.

Social Perception

Positive for Product, Appreciation for Local Presence, Stylish and On-Trend, Good Value, Responsive Customer Service (Instagram), Potential for Improved Broader Communication

Copy Examples

• •Headline: Level Up Your Look. Meller Shades Just Dropped. Body: Don't just follow trends, set them. Our new collection is here – fresh designs, premium UV protection, and that Meller vibe you can't get anywhere else. Find your next obsession. #MellerUY #NewDrop #UrbanStyle
• •Headline: Sun's Out? Style On. Body: Your everyday just got an upgrade. Meller sunglasses: bold designs, polarized lenses, and all the cool without the crazy price tag. See and be seen. #MellerStyle #SunglassSeason #GenuineCool
• •Headline: Weekend Ready. Meller Equipped. Body: From city streets to beach escapes, your Meller sunnies are the ultimate adventure essential. Quality you can feel, style they'll notice. What's your Meller moment? #MellerAdventures #OOTD #UruguayStyle
• •Headline: Not Your Average Shades. Body: Tired of the same old? Meller brings Barcelona-born design to Uruguay. Exclusive styles, top-notch materials, and an attitude that’s all you. Dare to be different. #MellerEyewear #Trendsetter #QualityDesign
• •Headline: See Clearly. Look Awesome. Body: Get the best of both worlds. Meller optical frames and sunglasses combine cutting-edge lens technology with designs that turn heads. Quality vision, undeniable style. Visit us in-store or online. #MellerOptical #EyewearFashion #ClearlyMeller