Brand Tone

Edgy and Rebellious, Sophisticated & Luxurious, Artistic & Creative, Bold & Confident, Sometimes Humorous/Irreverent

Brand Values

• •Authenticity
• •Craftsmanship & Quality
• •Individuality & Non-Conformity
• •Artistic Expression
• •Community/Family
• •Accessible Luxury

Best Practices

• •Embrace the 'Accessible Rebellion': Write with confidence and an edge, but ensure the underlying quality and luxury are communicated. Avoid being alienating; the 'luxury for the average person' who appreciates art and rebellion is key.
• •Channel Matt Booth's Voice (Subtly): Understand his persona – artistic, a bit of a maverick, a Marine's tenacity, respectful of craft but not bound by outdated rules. The copy should feel authentic to this spirit, even if not directly quoting him.
• •Use Vivid, Sensory Language, Especially for Cigars: Incorporate evocative descriptions of flavors, aromas, and the smoking experience, as seen in many positive reviews and official descriptions. Don't be afraid of slightly irreverent or playful descriptions where appropriate, like the 'Doomsayer' or 'Farce' copy.
• •Highlight Craftsmanship and Artistry: Consistently emphasize the quality of materials, the design process, and the artistic vision behind all products – cigars, jewelry, apparel. This reinforces the 'boutique luxury' positioning.
• •Maintain a Consistent Core, Adapt for Platform: While the core tone remains edgy, sophisticated, and artistic, adapt the specific delivery for different platforms (e.g., more visual and concise on Instagram, potentially more detailed on the website blog or in email newsletters). The rebellious spirit can be more overt in some contexts than others.

Social Perception

Polarizing but Respected, Boutique and Unique, Innovative & Creative, Associated with its Founder, Quality Varies by Product/Reviewer, Evolving Brand

Copy Examples

• •Headline: Forge Your Own Legend. Body: Room101 isn't just a brand; it's an arsenal for the discerning. Cigars crafted with defiance, accessories that speak louder than words, apparel for the unapologetic. This is luxury, untamed. This is Room101.
• •Headline: Beyond Convention. Beyond Expectation. Body: We don’t follow trends; we carve our own path with fire and precision. From the rich depths of our premium cigars to the intricate rebellion of our custom jewelry, Room101 is an experience. Dare to indulge.
• •Headline: Art. Anarchy. Authenticity. Body: This is where craftsmanship meets chaos. Room101 offers a curated collection for those who live by their own code. Elevate your ritual. Define your rebellion. Welcome to our world.
• •Headline: Not For The Faint of Heart. Or Taste. Body: Room101 cigars are blended for the bold, the connoisseurs who seek more than just smoke. It's a statement. Our accessories? They're armor. Our apparel? Your declaration. Experience the intensity of true boutique luxury.
• •Headline: The Artisan's Edge. The Rebel's Reward. Body: Matt Booth didn't just build a brand; he forged a lifestyle. Room101 is the culmination of relentless passion, meticulous artistry, and a healthy disdain for the ordinary. Cigars. Jewels. Expression. It’s all here.