Brand Tone

Nostalgic & Story-Driven, Authentic & Understated, Casual & Versatile, Slightly Enigmatic/Mysterious

Brand Values

• •Heritage & Authenticity
• •Quality Craftsmanship
• •Timeless Style
• •Individuality & Self-Expression
• •Comfort & Practicality

Best Practices

• •Embrace the Narrative: Consistently weave elements of the Mr. Fliks origin story (1960s, Redondo Beach, US Navy inspiration, counterculture) into product descriptions, social media, and "About Us" sections to reinforce the heritage value.
• •Use Evocative, Heritage-Focused Language: Employ words like "classic," "authentic," "heritage," "timeless," "vintage-inspired," "crafted," and "legacy" to maintain the nostalgic and quality-focused tone.
• •Maintain an Understated Confidence: The tone should be proud of its heritage and quality but avoid hyperbole or overly aggressive sales language. Let the story and the product's inherent quality speak.
• •Focus on Versatility & Timelessness: Highlight how the classic design of the shoes makes them versatile and a long-lasting addition to a wardrobe, appealing to those who reject fast fashion.
• •Ensure Visual and Textual Cohesion: All copy should align with the visual aesthetic presented on the website and Instagram – which often features a retro or classic feel. The language should complement these visuals.

Social Perception

Niche Appeal, Associated with Quality (by retailers), Intrigue & Curiosity, Limited Direct Customer Feedback

Copy Examples

• •Headline: Mr Fliks: Walk Your Own Story. Body: Inspired by an era of change and the authenticity of classic American naval wear. Our Redondo deck shoes aren't just made; they're crafted with a legacy. Discover the feel of genuine heritage.
• •Social Media Post: Timeless style, reborn. The Mr Fliks collection. Crafted in Italy from quality canvas and suede, for those who appreciate enduring design over passing trends. Link in bio to explore. #MrFliks #HeritageFootwear #MadeInItaly #ClassicStyle
• •Product Description Snippet: More than just a shoe, it's a nod to a legend. The Mr Fliks Redondo, inspired by the iconic US Navy deck shoes of WWII and the free spirit of 1960s California. Built for today, with respect for yesterday.
• •Email Subject: Rediscover Classic: The Mr Fliks Story & Collection Body: Step back in time with Mr Fliks. Our shoes are a tribute to authentic craftsmanship and the enduring spirit of individuality. Explore the collection and find your new timeless classic.
• •About Us Blurb: Born from a tale of Redondo Beach and a passion for iconic naval deck shoes, Mr Fliks embodies a spirit of authenticity and understated style. We craft footwear for those who value heritage and live with originality.