Brand Tone

bold, confident, and sensual

Brand Values

• •Self-Confidence and Empowerment
• •Quality and Craftsmanship
• •Bold Self-Expression
• •Inclusivity and Community

Best Practices

• •Embrace Bold Language: Use strong, empowering verbs and adjectives. Words like "unleash," "command," "ignite," "daring," and "unapologetic" align with the brand's identity.
• •Focus on the Feeling, Not Just the Fabric: While mentioning quality is important, the copy should prioritize the emotional benefit. How does wearing the product make the customer feel?
• •Speak Directly to Your Audience: Use a conversational, direct "you" to create a personal connection with the customer. Make them feel seen and understood.
• •Maintain a Confident and Unapologetic Stance: The brand knows who it is and who it serves. The copy should reflect this self-assurance. Avoid hesitant or overly explanatory language.
• •Be Visually and Textually Consistent: The bold, vibrant aesthetic of the products should be mirrored in the copy. The energy of the visuals and the text should be in perfect sync.

Social Perception

Pistol Pete is perceived as a niche brand that caters specifically to men who are looking for more than just functional underwear and swimwear. It is seen as a go-to for items that are both stylish and risqué. Customer reviews and online discussions highlight the brand's ability to make the wearer feel attractive and confident. There is an understanding among its consumer base that the brand is about celebrating a certain type of masculinity that is both strong and sensual. The brand is strongly associated with the gay community, and is often featured on retail sites specializing in gay men's apparel.

Copy Examples

• •Unleash the man you were always meant to be. Our new collection is not just made to be seen, it's designed to be felt. Dare to be bold.
• •Life's too short for boring underwear. Add a pop of color and a dose of confidence to your day. You know what you've got on, and that's all that matters.
• •Since 1997, we've been crafting more than just apparel; we've been building confidence from the inside out. Made in the USA, designed for the daring.
• •Confidence is the best outfit. Ours is now on sale. Shop the look and feel the power of Pistol Pete.
• •For the moments that demand you be your most authentic self. Whether it's a day at the beach or a night on the town, we've got you covered.