Brand Tone

Sophisticated & Gritty, with a Confident, Assertive, and Mysterious voice. The language is bold, direct, and enigmatic, speaking to those in control who appreciate timeless style with an edge, avoiding overly casual or humorous language.

Brand Values

• •Heritage & Timelessness
• •Power & Ambition
• •Craftsmanship & Quality
• •Subtle Rebellion
• •Brotherhood & Loyalty

Best Practices

• •Develop a Brand Lexicon: Create a list of "on-brand" and "off-brand" words. On-Brand: Sharp, Tailored, Formidable, Garrison, By Order, Unyielding, Ambition, Heritage, Crafted. Off-Brand: Cute, Funky, Awesome, Chill, On-fleek, Vibe.
• •Use Storytelling in Descriptions: Don't just list features (e.g., "100% wool"). Frame them within the brand's world. ("Crafted from 100% raw British wool, the kind you’d need on a cold Birmingham morning.")
• •Maintain a Confident Voice: Always write from a position of authority and confidence. Use declarative sentences. Avoid weak or hesitant language ("we think," "maybe").
• •Consistency Across All Channels: Ensure the sophisticated, gritty tone is applied everywhere, from the website's 404 error page to customer service emails and social media replies.
• •Visuals Must Match the Tone: The photography and website design are part of the copy. They must be high-quality, atmospheric, and aligned with the 1920s industrial, yet dapper, aesthetic. The visuals and text must work together to tell the same story.

Social Perception

The brand should be perceived as the definitive, authentic, high-quality, and stylish source for "Peaky Blinders" inspired fashion, attracting fans of the show and lovers of vintage British menswear who value aesthetics, storytelling, and quality over fast fashion.

Copy Examples

• •Homepage Headline: "By Order of PeakyFashion. Style as Sharp as Your Wits. Enduring fashion for the ambitious."
• •Product Description (for a tweed coat): "The Garrison Tweed Overcoat. Forged from heavyweight British tweed and tailored for a formidable silhouette. This isn't just a coat; it's armor for the modern strategist. Wear it and walk with purpose."
• •Instagram Post Caption: "True style is never a gamble. It's a calculated move. Our new collection of waistcoats has arrived. Link in bio. #PeakyFashion #MensStyle #Timeless"
• •Email Marketing Subject Line: "An Offer You Can't Refuse: Inside the new Collection."
• •About Us Page Snippet: "PeakyFashion was founded on a simple principle: dressing well is a show of power. Inspired by the unyielding spirit and timeless style of a bygone era, we craft garments for the unapologetically ambitious. This is more than clothing—it's a statement."