Brand Tone

The brand's tone is aspirational, cool, and confident. It blends a streetwear, fashion-forward aesthetic with an accessible and inclusive message. The language is direct and modern, utilizing hashtags like #IMSTRANGE and #BeStrange to create a sense of community and identity. The visual storytelling on Instagram and TikTok, often featuring athletes and influencers, projects an image of success, style, and an active lifestyle. The tone is not overly formal or corporate; it's relatable yet maintains a "cool factor."

Brand Values

• •Individuality and Self-Expression
• •Quality and Accessibility
• •Community and Connection
• •Style and Practicality

Best Practices

• •Embrace the "Strange" Narrative: Consistently use the #BeStrange and #IMSTRANGE hashtags. Center storytelling around the idea of individuality, confidence, and breaking from the norm. This is your strongest brand asset.
• •Lead with Visuals, Support with Confident Copy: Your product is visual. Use high-quality, aspirational photos and videos. The copy should be short, punchy, and confident, complementing the visuals without overpowering them. Let the images convey the style and the words convey the attitude.
• •Maintain a Consistent Persona: Whether writing a product description, a social media caption, or an email, write as "Mr Strange." This persona is cool, a bit edgy, confident, and inclusive. Avoid generic corporate language.
• •Highlight Community and Collaborations: Regularly feature stories about your ambassadors, collaborations like the Waangkiny collection, and even user-generated content. This reinforces the values of connection and community, making the brand feel more authentic and less transactional.
• •Balance Style with Substance: While the brand is heavily style-focused, always reinforce the quality points: polarized lenses, high-quality acetate, and durability. This combination of style and substance justifies the purchase and builds long-term trust. Remind customers they are getting a premium, practical product, not just a fashion accessory.

Social Perception

The public perception of Mr Strange Eyewear appears to be that of a trendy and desirable independent brand, particularly within Australia and among those who follow the AFL or are connected to the founders' networks. The launch of the brand generated positive media attention, highlighting its entrepreneurial spirit and clever use of influencer marketing. Their social media channels show an engaged audience, with content frequently announcing new releases, collaborations, and sales events. The association with professional athletes lends the brand credibility and an aspirational quality.

Copy Examples

• •Normal is boring. Be Strange. Your style is your story. Don’t let anyone else write it. Our GEORGE frames are for the bold, the different, and the ones who own their narrative. High-quality acetate, polarized lenses, and a look that’s all you. #IMSTRANGE #MrStrangeEyewear #BeDifferent
• •Quality You Can See. Style They’ll Notice. Why choose between premium quality and a price you can feel good about? At Mr Strange, we deliver both. Designed in Western Australia, every pair features durable frames and fully polarized lenses to protect your eyes. Find your perfect pair today and see the world differently.
• •Wear with Pride. Support with Purpose. The Waangkiny x Mr Strange Collection. A collaboration celebrating community and style. A portion of every sale from this collection helps fund the Waangkiny foundation's mission.
• •The wait is over. Get ready to #BeStrange again.
• •Athlete. Artist. Student. You. One brand, every style. How do you #BeStrange? #MrStrangeEyewear #sunglasses #fashion