Brand Tone

passionate, authentic, and community-focused

Brand Values

• •Passion
• •Authenticity
• •Community
• •Quality
• •Expression

Best Practices

• •Speak the Language: Always use terminology and slang authentic to car culture (e.g., "touge," "stance," "boost season," "JDM"). This builds instant rapport and proves authenticity.
• •Focus on "Why," Not Just "What": Instead of just saying "This is a hoodie," explain *why* it's for them: "For the cold mornings at the track," or "The perfect hoodie for wrenching in the garage." Connect the product to the lifestyle.
• •Encourage and Showcase User-Generated Content (UGC): Actively ask customers to share photos with your apparel and their cars. Featuring them in your marketing makes the community the hero of the brand story.
• •Maintain a Consistent Tone Across Platforms: Whether it's a product description, an Instagram caption, or a customer service email, the tone should always be passionate, approachable, and community-focused. Avoid shifting to a stiff, corporate voice.
• •Lead with Passion: Every piece of copy should be infused with a genuine love for cars. Share stories, celebrate iconic models, and engage in conversations about the culture. This emotional connection is more powerful than any sales pitch.

Social Perception

Perceived as a genuine and credible brand within the automotive niche, a staple of the car enthusiast community, where customers feel understood and proud to associate with it.

Copy Examples

• •Built for Late Nights & Early Mornings. The new [Product Name] Hoodie is here. We designed this for those garage nights, the early morning Cars & Coffee meets, and everything in between. Premium fabric, bold design. Rep your passion. Tap to shop. #RuffinoCustoms #JDMlife #CarCulture #Supra #GTR #Tuner #Streetwear
• •Your Car Isn't Stock. Why Is Your Wardrobe? Stop wearing boring clothes. Ruffino Customs creates apparel that speaks your language. From legendary JDM icons to modern classics, our designs are made by enthusiasts, for enthusiasts. Find your new favorite shirt today. 10% off your first order! Shop Now
• •The "Midnight Touge" Tee Inspired by the thrill of the mountain pass, the "Midnight Touge" tee is for the driver who owns the night. Featuring a timeless [Car Model] design, this shirt is printed on an ultra-soft, premium cotton blank that Durable enough for a day in the garage. This isn’t just a shirt; it’s a statement.
• •Help us decide what’s next for the garage! Which legend are you repping? [Car A] vs. [Car B] You voted! The [Winning Car] tee drops next Friday. Turn on notifications so you don't miss it. 🔥
• •You Guys Are Awesome. (Car & Customer Spotlight Inside) We say it all the time: this brand is nothing without its community. This week, we’re shouting out @[customer_username] and his incredible [customer's car]. Check out how he styled our [Product Name] hoodie! Want a chance to be featured? Tag us in your posts with #RuffinoCustoms. While you're here, check out our latest arrivals...