Brand Tone

empowering, expressive, bold

Brand Values

• •Individuality and Self-Expression
• •Social Responsibility
• •Sustainability
• •Creativity

Best Practices

• •Lead with Purpose: Always connect the fashion to the feeling. Use active, empowering verbs and language that inspires confidence. Instead of "Buy our new jacket," try "Unleash your new look."
• •Highlight Customization: Continuously emphasize the unique selling proposition of interchangeable parts. Use words like "your way," "customize," "create," "express," and "unique" to reinforce the value of individuality.
• •Integrate the Mission Naturally: Weave the social cause into the narrative without it feeling like an afterthought. Phrases like "Fashion with a backbone," "Style that supports," or "Wear the change" can tie the product to the purpose.
• •Speak the Language of Your Audience: Maintain a tone that is youthful, direct, and slightly edgy. Use contemporary slang if it feels authentic to the brand, but avoid anything that will quickly become dated. Stay bold and confident.
• •Be Consistent Across All Channels: Ensure that the empowering, expressive, and bold tone is reflected everywhere, from the website's microcopy (like button text) to Instagram captions and customer service emails. Every touchpoint is an opportunity to reinforce the brand's identity.

Social Perception

trendy, niche brand with a conscience

Copy Examples

• •Wear Your Vibe. Don't just follow trends, set them. Our Skeleton Arm Denim Jacket is for the bold, the brave, and the ones who write their own rules. Customize your look, one sleeve at a time. #moonlightbysp #DenimReimagined #StreetStyle
• •Style That Speaks Volumes. Every jacket tells a story. Ours is one of change. With every moonlightbysp purchase, you support victims of domestic violence. Look good, do good, feel powerful. #FashionWithACause #WearTheChange
• •The Canvas is Yours: The Original Custom-Sleeve Denim Jacket This isn't just a jacket; it's a statement. Crafted from premium organic denim, our signature jacket features zip-off arms, allowing you to mix and match from over 138 sleeve designs. Create a look that is unapologetically you. Your style, your story.
• •Your New Identity Awaits. Ready to reinvent yourself? The new collection from moonlightbysp has landed. Featuring fresh sleeve designs and bold new graphics, we're giving you more ways to express who you are. Shop now and dare to be different.
• •DRESS IN DEFIANCE. Customizable denim for those who stand out and stand for something. Explore the collection.