Brand Tone

Sophisticated and Contemporary, Expert and Trustworthy, Approachable and Customer-Centric, Innovative and Confident, Passionate about Vision and Design

Brand Values

• •Quality and Expertise
• •Transparency and Trust
• •Design and Aesthetics
• •Innovation and Modernity
• •Customer Experience
• •Sustainability

Best Practices

• •Balance Sophistication with Clarity: Maintain an intelligent, contemporary voice that reflects the brand's design ethos, but ensure all communication is clear, direct, and jargon-free to build trust and accessibility.
• •Narrate the Design Philosophy: Don't just state that products are well-designed; articulate the "why." Connect the minimalist, timeless, and functional aspects of the design to the customer's lifestyle and values (e.g., "Designed to seamlessly integrate with your life, not just complement your look").
• •Embed Transparency Consistently: Reinforce the value of transparency in all copy—from straightforward pricing and clear product information to honest explanations of services and warranty terms. This builds on the "Radical Transparency" promise.
• •Amplify the Contemporary Experience: Use active, inspiring language that reflects the brand's innovative spirit. Highlight what makes the PJ.Lobster experience different, from the unique store environments to the personalized customer service.
• •Substantiate Quality Claims: Instead of generic statements, provide tangible proof of quality and expertise. Mention "superior precision lenses," "frames built to last," the expertise of their opticians, and the reassurance of their 3-year warranty.

Social Perception

Positive Customer Feedback, Appealing Retail Experience, Innovative and Modern Image, Stylish and Desirable Products, Growth and Ambition

Copy Examples

• •Headline: Beyond Clarity. A New Vision. Body: PJ.Lobster crafts more than just eyewear; we design experiences. Discover superior optical expertise fused with contemporary design, for a world seen in high resolution. Your vision, beautifully focused.
• •Headline: See Clearly. Choose Confidently. Body: Radical transparency in service, exceptional artistry in every frame. Experience PJ.Lobster—where expertly crafted eyewear meets honest, people-centered care.
• •Headline: Your Signature. Framed. Body: We believe your glasses should tell your story. That’s why PJ.Lobster offers thoughtfully designed eyewear that adapts to your world, backed by a 3-year warranty. Define your vision.
• •Headline: The Optical. Reimagined. Body: Step into a PJ.Lobster space and leave outdated optical experiences behind. Minimalist design, precision technology, and a personal approach to your vision care. Book your bespoke consultation.
• •Headline: Vision for Today, Crafted for Tomorrow. Body: PJ.Lobster unites contemporary design with enduring quality. Sustainable materials, precision lenses, and a dedication to a lifetime of exceptional sight.