Brand Tone

Innovative & Forward-Thinking, Community-Focused & Engaging, Confident & Bold, Quality-Conscious & Transparent, Youthful & Streetwise

Brand Values

• •Innovation and Challenging Norms
• •Quality and Durability
• •Sustainability and Eco-consciousness
• •Self-Expression and Empowerment
• •Community Engagement
• •Craftsmanship and Uniqueness
• •Functionality and Comfort

Best Practices

• •Highlight Quality & Innovation: Consistently weave in details about unique fabric technologies (like OV3), craftsmanship (like hand embroidery), and the thought process behind innovative designs.
• •Use empowering and inspiring language. This reinforces brand integrity.
• •Maintain a Dialogue: Even in one-way communication like ad copy, foster a sense of community by using inclusive language ("we," "us," "our community") and referencing customer involvement where applicable.
• •Address Customer Concerns Proactively: Acknowledge and address the issues customers are raising (customer service, shipping costs, return policy) in marketing materials to demonstrate transparency and a commitment to improvement.
• •Showcase Community & Engagement: Highlight user-generated content, customer stories, and examples of how the brand involves the community in design decisions. This reinforces the community-focused value.

Social Perception

Generally positive regarding product quality, design, and community engagement. However, improvements are needed in customer service, website usability, shipping costs, and return policy flexibility.

Copy Examples

• •"Overlays Clothing: Redefining streetwear with innovative fabrics and designs, empowering you to express your unique self."
• •"OV3 fabric: Engineered for durability and comfort, so your favorite tee stays looking new, wash after wash."
• •"Join the Overlays community and help shape the future of fashion. Your feedback inspires our designs."
• •"Ember Collection: Where Indian craftsmanship meets modern streetwear. Bold, unique, and handmade."
• •"Sustainable style: We're committed to eco-conscious practices, from our fabrics to our near-zero waste production."