Brand Tone

Playful and Witty, Fashion-Conscious and Trendy, Approachable and Friendly, Conscious and Responsible (but not preachy)

Brand Values

• •Sustainability
• •Fashion and Self-Expression
• •Functionality and Well-being
• •Accessibility/Affordability
• •Fun and Lightheartedness

Best Practices

• •Embrace Witty Wordplay: Continue using clever and playful language, especially in product names, headlines, and social media captions. Think puns, literary allusions (if fitting), and slightly irreverent humor.
• •Stay Visually Vibrant and Trendy: Ensure all visual content (website, social media, ads) reflects a modern, stylish, and slightly eclectic aesthetic. Keep up with current design and fashion trends that resonate with a younger, digitally-savvy audience.
• •Highlight Sustainability Simply: Communicate your eco-friendly practices clearly and proudly, but avoid overly technical jargon or a preachy tone. Frame it as a cool, responsible choice that doesn’t compromise on style.
• •Keep it Relatable and Conversational: Use language that feels like talking to a friend. Be approachable, use contractions, and don’t be afraid to show personality. Ask questions on social media to engage the audience.
• •Balance Fashion with Function: While the style is a major draw, always remind customers of the tangible benefits (blue light blocking, comfort, reading assistance). The 'why' behind the 'wow.'

Social Perception

Stylish and Unique, Effective Blue Light Protection, Eco-Friendly Appeal, Good Value for Some, Concerns about Consistency/Policy, Associated with Intelligence/Bookishness (by name and nature of product)

Copy Examples

• •Headline: Stop Squinting, Start Slaying. Body: Your screen time is epic. Your eyewear should be too. The Book Club’s blue light blocking glasses: protect your peepers, not your rep. Look good, feel good, scroll on. Call to Action: Shop Styles That Speak Volumes.
• •Headline: Planet-Friendly Frames for Your Digital Daze. Body: Read, scroll, binge, repeat. We get it. That’s why our blue light glasses are made with recycled and bio-based materials. Kind to your eyes, kinder to the Earth. Call to Action: See Sustainably.
• •Headline: Eye-Catching. Blue Light-Blocking. Seriously Fun. Body: Who said sensible can't be sassy? Our readers and blue light specs are designed with personality, for your personality. From 'The Art of Snore' to 'Hard Crimes,' find your perfect (style) crime. Call to Action: Discover Your Next Read (and Look!).
• •Headline: For the Love of Screens (and Style). Body: You’re glued to your screens, and we’re not judging. In fact, we’re here to make it more comfortable and a whole lot more stylish. The Book Club Eyewear: helping you look sharp, even when your brain feels like mush. Call to Action: Filter Out the Bad, Keep the Fab.
• •Headline: Join The Book Club. Your Eyes Will Thank You. (So Will the Planet). Body: We’re rewriting the rules on eyewear. Fashion-forward designs, serious blue light protection, and a commitment to Mother Earth. Because doing good should always look this good. Call to Action: Upgrade Your Eyewear Game.