Brand Tone

Confident and Bold, Proudly French, Playful and Edgy, Authentic and Unconventional, Energetic and Youthful

Brand Values

• •French Craftsmanship and Local Production
• •Originality and Self-Expression
• •Quality
• •Authenticity
• •Assumed Image/Boldness

Best Practices

• •Acknowledge the elephant in the room (the acronym) with confidence and a touch of humor, always immediately pivoting to the "Made In La France" quality and origin. The "Just assume it!" tagline does this well.
• •Consistently Highlight "Made In La France": This is the brand's biggest differentiator and the core of its identity. Every piece of communication should reinforce this, linking it to quality, style, and authenticity.
• •Use Confident, Bold, and Slightly Provocative Language: Words and phrases should be assertive and reflect an edgy, self-assured personality without being vulgar. Keep it playful and spirited.
• •Show, Don't Just Tell Originality: Use vivid descriptions and storytelling that highlight the unique designs and the unconventional origin of the brand.
• •Maintain a Consistent Visual and Verbal Identity: Ensure that the edgy, confident, and proudly French tone is reflected not only in words but also in imagery, collaborations, and customer interactions. The active, youthful, and slightly rebellious vibe should be coherent across all platforms.

Social Perception

Dual Meaning, Target Audience Appeal, Wider Public Reaction, Online Buzz, Credibility through Endorsements

Copy Examples

• •Headline: MILF: Yes, We Mean Made In La France. Body: You noticed the name. Now notice the quality. Crafted with French savoir-faire, our sunglasses are for those who own their style, unapologetically. Just assume it. Call to Action: Discover the French Art of Cool.
• •Headline: Attitude? Fabriqué en France. Body: MILF Sunglasses. Born from a dare, crafted with passion. Original designs, vibrant colors, and that undeniable French touch. Don't just wear sunglasses, make a statement. Call to Action: Find Your Edge. Shop Now.
• •Headline: More Than Just a Name. It's a Promise. Body: MILF stands for Made In La France. That means quality you can feel, style you can't ignore, and an originality that’s 100% French. Dare to be different. Call to Action: See the Collection.
• •Social Media Post: Image: Striking photo of someone confidently wearing MILF Sunglasses in an urban or natural setting. Caption: They'll look. Let them. MILF Sunglasses – Unapologetically French, undeniably stylish. #MilfSunglasses #MadeInLaFrance #JustAssumeIt #FrenchStyle #EyewearFashion
• •Headline: Beyond the Hype. Pure French Craft. Body: Forget what you think you know. MILF Sunglasses are about exceptional French craftsmanship, iconic design, and an attitude that’s all your own. Quality never goes out of style. Call to Action: Experience True French Eyewear.