Brand Tone

Aspirational, sophisticated, and contemplative. It is knowledgeable without being overly technical, exclusive yet fosters a shared passion, using clean, minimalist, and evocative language focused on sensory and emotional aspects of driving. It's a calmer, appreciative voice of a confident enthusiast valuing aesthetics and storytelling.

Brand Values

• •Aesthetic Appreciation
• •The Journey, Not the Destination
• •Curated Community
• •Understated Quality
• •Passion for Motoring Culture

Best Practices

• •Prioritize Storytelling Over Selling: Frame products not as items for sale, but as artifacts of a lifestyle. The copy should always connect back to the core values of appreciating the journey and the aesthetics of motoring.
• •Use an Evocative, Sensory Lexicon: Employ words that evoke feeling, touch, and sound—"heavyweight cotton," "the growl of an engine," "rain-streaked roads," "sun-warmed leather." This reinforces the brand's focus on the experience.
• •Maintain Visual and Textual Minimalism: Both photography and copy should be clean, uncluttered, and confident. Avoid excessive emojis, slang, or hype-driven language. Let the quality of the content speak for itself.
• •Cultivate an "Insider" Community: Use language that speaks to fellow enthusiasts. Ask questions and share content that assumes a base level of knowledge and passion, making followers feel like they are part of a knowledgeable club.
• •Balance Aspiration with Authenticity: While the content is aspirational, it should remain grounded in a genuine passion for driving. The voice should be that of a fellow enthusiast sharing their passion, not a corporation selling a product.

Social Perception

SUNDAY Motoring Club is perceived as a premium, "in-the-know" brand appealing to a discerning audience appreciating design, storytelling, and a mature car culture. It's seen as a source of inspiration, like a high-end magazine. Its niche and sophisticated nature might be perceived as exclusive or even "hipster" by some.

Copy Examples

• •The uniform for the unhurried. Our latest capsule is designed for the journey, with 100% heavyweight organic cotton to ensure it lasts for many to come. Available now. #SundayMotoringClub
• •Some days are for speed. Others are for listening to the rhythm of the wipers. Exploring the Cotswolds in the rain.
• •The perfect drive requires three things: the right road, the right car, and the right song. What's on your playlist?
• •The details that matter. #CarCulture #ClassicBMW #DriveTastefully
• •The world rushes. It demands more, faster. But the best moments are found when you choose your own pace. When the destination can wait. This is the art of motoring. #EnjoyTheJourney