Brand Tone

Youthful and Energetic, Confident and Edgy, Stylish and Trendy, Authentic and Rugged, Casual and Approachable

Brand Values

• •Empowerment and Self-Expression
• •Authenticity and Heritage
• •Modernity and Style
• •Quality
• •Individuality

Best Practices

• •Develop a Tone of Voice Guide: Document the key characteristics of Petrol PH's tone (e.g., youthful, confident, edgy, authentic, rugged) with examples of "do's and don'ts" for writers to follow.
• •Use Consistent Keywords and Slang (Authentically): Incorporate terms like "driven," "fuel," "heritage," "fearless," "daring," and contemporary slang like "drip" (where appropriate for the platform and audience) consistently across all communications. Ensure slang use feels natural and not forced.
• •Embrace Storytelling: Connect back to the brand's heritage of "vintage denim workwear" and the "American muscle car movement" in product descriptions and campaign narratives to reinforce authenticity and the "rip-roaring lifestyle."
• •Speak Directly to the Target Audience: Use language and references that resonate with 25-40 year old individuals who are style-conscious, spirited, and potentially seeking to express their individuality. Address them with a confident and empowering voice.
• •Maintain Visual and Textual Harmony: Ensure that the copywriting tone is consistently reflected in the brand's visual identity (photography, videography, graphic design) across all platforms, from the website to social media posts, creating a cohesive brand experience.

Social Perception

A go-to brand for trendy, youthful casual wear, especially denim products, in the Philippines. A label that embodies an American-inspired, slightly rebellious, and confident aesthetic. Appealing to a social media-savvy audience that values style and self-expression, as suggested by their TikTok presence and language. A brand that offers fashionable items with an attitude, suitable for everyday wear but with a distinctive edge.

Copy Examples

• •Headline: Unleash Your Roar. Body: Petrol PH isn't just clothing, it's attitude stitched in denim. Gear up in apparel that’s as fearless and daring as you are. #PetrolDriven #WorkwearReimagined
• •Headline: Authenticity Never Fades. Body: Inspired by heritage, designed for today. Our vintage denim and modern cuts are crafted for the high-spirited. Own your story. Wear Petrol. #PetrolPH #ModernVintage
• •Headline: Fuel Your Fit. Body: From street-ready graphic tees to rugged denim that empowers. Petrol PH delivers the drip that defines your hustle. What’s your next adventure? #PetrolStyle #PremiumDrip
• •Headline: Engineered for the Bold. Body: Life’s too short for boring clothes. Embrace the rip-roaring lifestyle with Petrol PH. High-quality gear for those who carve their own path. #FearlessFashion #PetrolHeritage
• •Headline: Not Just Worn. Lived In. Body: Every stitch tells a story of empowerment and industrial strength. Petrol PH: Denim and apparel built for your journey, your way. #PetrolEmpowers #TodaysGeneration