Brand Tone

sophisticated, worldly, and nostalgic, aspirational and story-driven

Brand Values

• •Inspired by Travel & Global Citizenship
• •Timeless Style & Retro Inspiration
• •Quality Craftsmanship
• •Individuality & Self-Expression
• •Inclusiveness
• •Merriment & Joy for Life
• •Storytelling

Best Practices

• •Embrace Storytelling: Every piece of copy, from a product description to a social media post, should hint at or directly tell a story related to travel, history, culture, or personal experience. Use evocative language that paints a picture.
• •Maintain a Sophisticated & Worldly Voice: Avoid overly casual slang or colloquialisms that don't align with the brand's refined image. Think of addressing an educated, well-traveled individual.
• •Incorporate Keywords of Nostalgia & Modernity: Blend terms that evoke the past ("vintage-inspired," "timeless classic," "heritage") with those that suggest contemporary relevance ("modern energy," "innovative design," "contemporary twist").
• •Highlight the "Citizen of the World" Philosophy: Consistently weave in the idea of global connection, exploration, and an open-minded perspective. Use phrases that appeal to a sense of adventure and cultural curiosity.
• •Focus on Sensory Details & Emotional Connection: Describe not just how the glasses look, but how they might make someone *feel* or what experiences they might accompany. Connect the eyewear to aspirations of travel, style, and intellectual engagement.

Social Perception

stylish, high-quality eyewear brand with a unique, vintage-inspired aesthetic

Copy Examples

• •Headline: "Milan '80s. Tokyo Today. See the World Through Our Eyes." Body: "Each Ross & Brown frame is a journey. Inspired by the electric energy of iconic cities and the timeless style of those who inhabit them. Discover your next story. #RossAndBrown #CitizensOfTheWorld"
• •Instagram Caption (with a picture of someone wearing glasses in a historic café): "Lost in the elegance of a Parisian morning, or perhaps crafting new ideas in a Shoreditch studio? Our [Frame Name] glasses, inspired by the thinkers and dreamers who shape our world. Where will your vision take you? #TimelessEyewear #InspiredByHistory"
• •Product Description Snippet: "The 'Shanghai Club' frame: a whisper of 1930s intrigue, reborn with contemporary Italian craftsmanship. For the modern nomad with a love for stories untold and adventures yet to unfold. Acetate strength, feather-light feel. #VintageModern #EyewearNarratives"
• •Email Subject Line: "Unlock a New Perspective: The District Collection Arrives." Email Body Teaser: "From the vibrant streets of Hackney to the artistic pulse of Harlem, our new District Collection captures the soul of the neighborhoods that inspire the modern Citizen of the World. Explore frames crafted for those who make their home far from home. #GlobalSoul #LocalHeart"
• •Brand Tagline Variation: "Ross & Brown: More Than Eyewear. It's a Worldview." Short Ad Copy: "Don't just see. Experience. Ross & Brown crafts eyewear for the free-spirited, the travel enthusiast, the open-minded. Find your frame, find your world. #CraftedForExplorers"