Brand Tone

Positive and Encouraging, Direct, Edgy, and Authentic, Confident and Understated Cool, Youthful and Contemporary

Brand Values

• •Happiness and Positivity
• •Authenticity and Self-Expression
• •Global Connection
• •Belief in Product and Quality
• •Versatility and Evolution

Best Practices

• •Embrace the Duality: Balance the positive, uplifting message of "smile" with the direct, slightly edgy, and authentic streetwear attitude. Don't be afraid to be bold but always tie it back to a core of positivity.
• •Keep it Concise and Confident: Use clear, straightforward language. Avoid jargon or overly complex sentences. Let the product and visuals do some of the talking. This reflects the understated cool of the brand.
• •Authentic Voice is Key: Write as if you're talking to a friend who gets the culture. The "stop focussing on dumb sh*t" line sets a precedent for authenticity – maintain that realness.
• •Visual-Verbal Harmony: Ensure the tone of the copy consistently matches the mood and style of the visuals. If the imagery is urban and edgy, the copy should reflect that, not be overly formal or whimsical.
• •Incorporate "Smile" (Subtly or Directly): Whether it’s using the word "smile," the ":)" emoticon, or conveying a general sense of happiness and positivity, keep the brand's namesake central to the messaging.

Social Perception

Emerging Streetwear Contender, Positive Engagement from Niche Audience, Potential Online Credibility Concern, Strong Association with "Smile"

Copy Examples

• •Instagram Post (New Hoodie Launch): Image: Moody shot of the new hoodie. Caption: "New drop. Less BS, more smiles. The [Product Name] Hoodie. Link in bio. #SourireWorldwide #Streetwear"
• •Website Banner (General Brand Message): "Wear Your Vibe. Sourire Worldwide. Clothes for those who choose happy."
• •Product Description (Basic Tee): "The [Product Name] Tee. Not just a basic. It's a reminder to crack a smile, even when the world’s noisy. Quality feel, zero pretense. Sourire."
• •TikTok Video Concept: Visual: Quick cuts of diverse individuals looking confident and happy wearing Sourire gear in everyday urban settings. Text Overlay/Voiceover: "Life’s too short for bad vibes & boring clothes. Sourire. It’s a mood." Hashtags: #SourireWorldwide #StreetStyle #PositiveEnergy #SmileMore
• •Email Newsletter Subject Line (Sale/Promotion): "Spread Smiles (and save some cash). Sourire Sale is ON."