Brand Tone

Bold and Daring, Confident and Assertive, Rebellious and Non-conformist, Urban and Streetwise, Edgy and Cool, Inspirational (to be unique)

Brand Values

• •Audacity
• •Freedom
• •Individuality/Uniqueness
• •Authenticity
• •Determination and Courage
• •Rebellion
• •Innovation

Best Practices

• •Embrace the "Audacity" Lexicon: Consistently use strong, active verbs and words that evoke courage, rebellion, and confidence (e.g., unleash, forge, conquer, command, dare, defy, own, ignite).
• •Speak Directly to the Non-Conformist: Address the reader as an individual who is bold, independent, and not afraid to stand out. Use "you" and "your" to create a personal connection with this aspirational identity.
• •Prioritize Attitude Over Product Specs (Initially): Lead with the feeling and lifestyle Police represents. Product details should support the narrative of individuality and boldness, rather than being the sole focus.
• •Maintain an Urban, Edgy Visual and Verbal Consistency: Ensure copy aligns with the brand's visual style – often characterized by strong imagery, urban settings, and a modern, slightly rebellious feel. The language should mirror this edgy sophistication.
• •Channel the Ambassador Spirit: Think about the qualities of Police ambassadors (like Lewis Hamilton or KL Rahul – determination, style, confidence, individuality) and infuse copy with that same energy and self-assuredness. The copy should inspire a similar sense of empowerment.

Social Perception

Fashion-forward and Stylish, Aspirational, Urban and Youthful, Distinctive, Varying Quality Perception, Global Brand with Italian Roots

Copy Examples

• •Headline: Don't Follow. Lead. Body: Your city. Your rules. Police Lifestyle isn't just worn, it's lived. Unleash your audacity. (Product: New Watch Collection)
• •Headline: Audacity Looks Good On You. Body: Forget blending in. Our latest eyewear collection is forged for the fearless, the ones who write their own story. See the world differently. Be the icon. (Product: Eyewear Collection)
• •Headline: Rebel Spirit. Refined Style. Body: They say conform. We say conquer. Police leather goods – crafted for the individual who commands attention without saying a word. (Product: Leather Goods)
• •Headline: Own Your Younique. Body: Life’s too short for boring. Inject your signature edge with Police fragrances. A scent that’s as unapologetically you as your ambition. (Product: Fragrances)
• •Headline: The Street Is Your Stage. Body: From urban landscapes to uncharted paths, Police apparel is your uniform of freedom. Dress like you mean it. Live like you own it. (Product: Apparel)