Brand Tone

Bold and Confident, Trendy and Fashion-Forward, Playful and Fun, Approachable and Inclusive, Edgy and Unconventional

Brand Values

• •Self-Expression
• •Affordability without Sacrificing Style
• •Inclusivity
• •Confidence
• •Community
• •Individuality/Non-Conformity

Best Practices

• •Embrace Bold & Confident Language: Use strong verbs, active voice, and empowering statements. Avoid hesitant or overly formal language. Think "statement-making," "fearless," "stand out."
• •Stay Current & Colloquial (Authentically): Incorporate contemporary slang and a conversational style that resonates with the target audience (Gen Z and young millennials), but ensure it feels genuine to the brand's edgy yet approachable vibe.
• •Inject Playfulness & Energy: Use vibrant descriptions, nods to music/festival culture where appropriate, and don't be afraid of a little cheekiness. Keep the energy upbeat and exciting.
• •Focus on Self-Expression & Individuality: Frame product benefits around how they help the wearer express their unique style and personality. Use words like "your," "unleash," "define," "authentic."
• •Maintain an Inclusive & Inviting Voice: While edgy, the tone should still feel welcoming and accessible to a broad audience. Emphasize that there's a Quay style for everyone to feel confident in.

Social Perception

Stylish and Trendy, Good Value for Money, Fun and Youthful, Celebrity-Approved, Mixed Quality Perception, Popular and Well-Known

Copy Examples

• •Headline: DON'T BLEND. DAZZLE. Body: Life’s a stage. Your shades are the spotlight. Find your next obsession and own every entrance. #QuayAustralia #FearlessStyle
• •Headline: SERIOUSLY STYLIN'. NOT-SO-SERIOUS PRICE. Body: Turn heads, not your bank account inside out. Cop the festival-inspired looks everyone’s talking about. Affordable cool, that’s our promise.
• •Headline: YOUR VIBE. YOUR RULES. YOUR QUAYS. Body: Forget fitting in. This is about eyewear that gets *you*. Bold, unapologetic, and ready for anything. Show us how you #Quay.
• •Headline: FRESH FRAMES. FIERCE ATTITUDE. Body: Level up your look with the latest drops from Quay. Inspired by street style, music, and the art of self-expression. What's your mood today?
• •Headline: FROM FESTIVAL FIELDS TO EVERYDAY FIERCE. Body: Born from the beat of the music scene, made for your unique rhythm. Grab a pair and let your true self shine. #QuaySquad #ExpressYourself