Brand Tone

Authentically Philadelphian, Artistic and Creative, Bold and Edgy, Community-Oriented and Friendly, Humorous and Irreverent, Accessible and Unpretentious

Brand Values

• •Individuality and Self-Expression
• •Craftsmanship and Quality
• •Local Community Support
• •Authenticity
• •Value
• •Creativity
• •Independence

Best Practices

• •Speak "Philly": Consistently weave in authentic Philadelphia colloquialisms, references, and the overall "attitude" the brand proudly owns. This is a powerful and unique brand asset.
• •Always Emphasize "Handmade" and "Unique": The handcrafted, often one-of-a-kind nature of the eyewear is a primary selling point. This should be a recurring theme to underscore quality and individuality.
• •Champion the Community: Regularly feature and promote the "Artist in Focus" program, collaborations with local entities, and stories that highlight the brand's commitment to Philadelphia. This reinforces authenticity and local pride.
• •Maintain the Edge, But Keep it Friendly: Don't dilute the bold, slightly rebellious spirit that defines the brand. Balance this with an approachable, inclusive, and customer-focused voice to ensure broad appeal.
• •Marry Words with Visuals: Ensure the copy actively complements the vibrant, eclectic, and artistic imagery used in marketing. The tone of the text should match the energy of the visuals for a cohesive brand message.

Social Perception

A Local Champion, Uniquely Stylish and Artsy, Affordable Boutique, Intrinsically Philadelphian, Generally Positive with Some Reservations

Copy Examples

• •Instagram Post (Image: Colorful frames with a Philly landmark in the background): Copy: "See Philly. Be Philly. Rock Philly. Our handcrafted frames aren't just made in this city, they *are* this city – bold, unique, and full of attitude. What’s your Philly Eyeworks story? #PhillyEyeworks #HandmadeInPhilly #PhillyStyle #YouseGuysNeedThese"
• •Website Banner (Homepage): Headline: "Boring Glasses are for the Other Guys." Sub-headline: "Get handcrafted, Philly-born eyewear that’s as original as you are. Starting at $99. Yeah, you read that right." #UnboringEyewear
• •Facebook Ad (Carousel showing different frame styles and an "Artist in Focus" cleaning cloth): Headline: "Your Face is a Canvas. Frame it Like a Masterpiece." Body: "At Philly Eyeworks, every pair is hand-finished with love, grit, and a whole lotta local pride. Plus, score a limited-edition cleaning cloth by a Philly artist with every frame. Look good, do good, feel authentically you." #PhillyEyeworks #ArtForYourEyes #ShopLocalArt
• •Email Subject Line: "Tired of Blending In, Youse Guys?" Email Body Snippet: "Life's too vibrant for beige. Your eyewear should be too. Philly Eyeworks brings you handcrafted, uniquely colored frames that tell your story, not someone else's. Fresh, slightly offbeat, and always 100% Philly." #ExpressYourself
• •Product Description (for an edgy, bold frame style): Name: The "Broad Street Bold" Description: "Not for the faint of heart. These frames don't whisper, they shout. Hand-finished with that unmistakable Philly grit, the Broad Street Bold is for those who make their own rules and look damn good doing it. Think you can handle it?" #PhillyAttitude #BoldFrames