Brand Tone

Passionate & Enthusiastic, Knowledgeable & Expert, Curated & Discerning, Artistic & Stylish, Independent & Non-Mainstream, Friendly & Approachable

Brand Values

• •Individuality & Self-Expression
• •Quality & Craftsmanship
• •Expertise & Professionalism
• •Curation & Discovery
• •Customer Connection & Personalized Service
• •Passion for Eyewear

Best Practices

• •Embrace the "Curator" Voice: Write as if you are a passionate expert sharing carefully selected treasures. Use descriptive language that highlights craftsmanship, origin, and unique design elements.
• •Focus on Individuality: Frame your messaging around self-expression and the idea that eyewear is a key part of one's personal style. Avoid generic terms; instead, speak to the desire for distinctiveness.
• •Balance Expertise with Approachability: While showcasing knowledge about optics and design, ensure the language remains welcoming and understandable. Avoid overly technical jargon unless explaining specific benefits clearly.
• •Use Storytelling: Briefly share the stories behind certain designers, brands, or the inspiration for the vintage collections. This adds depth and reinforces the "unique find" aspect.
• •Maintain Visual and Textual Cohesion: Ensure the style of photography and graphic design used alongside copy reflects the same curated, artistic, and quality-focused aesthetic. The language should complement the visuals.

Social Perception

Optical Underground is perceived as a premier destination for unique and high-quality eyewear in San Francisco. It's seen as a trusted source due to its knowledgeable staff and personalized service. Customers view it as a place to find frames that stand out and are not readily available elsewhere. There's an appreciation for its independent spirit and the passion the team has for their products. The "Underground" aspect resonates with those seeking something less commercial and more distinctive. It's generally viewed as a high-end boutique, but one that offers value through quality, service, and unique finds, justifying its price point for its target audience.

Copy Examples

• •Headline: Beyond the Basics. Discover Eyewear with a Story. Body: At Optical Underground, we believe your glasses should be as unique as you are. Explore our curated collection of independent designer and vintage frames, each with its own narrative of craftsmanship and style. See differently.
• •Social Media Post (Image: Close-up of a distinct, artisan frame): Caption: It's all in the details. We seek out frames that speak to a love of design and a commitment to quality. Find your next statement piece at Optical Underground, where passion meets precision. #OpticalUnderground #IndependentEyewear #SanFranciscoStyle #ArtisanFrames #UniqueGlasses
• •Website "About Us" Snippet: More than just an optical shop, Optical Underground is a haven for eyewear enthusiasts. Born from a desire to unearth the extraordinary, we travel the globe (sometimes figuratively, sometimes literally) to bring San Francisco a collection that defies the mainstream. Our expertise is your guide to a world of vision and style.
• •Promotional Email Subject: Unframe Your Expectations. Body: Tired of the same old specs? Optical Underground offers a fresh perspective on eyewear. Step into our world of handcrafted designs, rare vintage finds, and the expertise to match you with frames that truly express who you are. Your vision, our passion.
• •Google My Business Update: Text: See clearly, look incredible. The team at Optical Underground is dedicated to finding your perfect pair from our exceptional collection of unique and vintage eyewear. Expert advice, personalized service, and frames you won't find everywhere else. Visit us in Hayes Valley!