Brand Tone

Authentic/Personal, Understated Cool/Streetwear Inspired, Creative/Artistic, Quality-Conscious

Brand Values

• •Individuality/Self-Expression
• •Authenticity
• •Craftsmanship/Quality
• •Creativity and Exploration
• •Community (emerging)

Best Practices

• •Stay True to the Personal Narrative: Continue to weave in Tommy Pointer's personal experiences, inspirations, and philosophies into the copy. Authenticity is key.
• •Use Understated Language: Avoid overly hype-y or sales-driven language. Focus on the product's intrinsic qualities, design intent, and the feeling it evokes. Think 'show, don't just tell.'
• •Emphasize Quality and Craft: Subtly highlight the materials, construction process, or the thought behind the design details, reinforcing the value of craftsmanship.
• •Speak to the Individual: Write as if addressing a like-minded friend or someone who appreciates unique style and self-expression, rather than a mass audience.
• •Visual Consistency: Ensure that the visual content (photography, videography) aligns with the described tone – often minimalist, with a focus on texture, natural settings, or a slightly raw, unpolished aesthetic seen in the vlogs.

Social Perception

Niche Appeal, Influencer-Driven, Positive (among engaged audience), Limited Mainstream Awareness

Copy Examples

• •For KICKER JAPANESE SELVEDGE JEANS: More than just denim. The Kicker Jeans are a year in the making – Japanese selvedge, cut for real life. Built to wear, not to follow. Find your fit.
• •For a new collection launch (e.g., Dogwood Winter): Dogwood Winter. Pieces born from the quiet season. Padded flannels to move in, selvedge denim that remembers your story. Wear it your way.
• •General Brand Post (Instagram/Social): Not chasing trends. Crafting pieces with a story. For those who find their own path. This is TOMMYPOINTER.
• •Product close-up (e.g., BENSON CAP): Simple doesn't mean basic. The Benson Cap – considered details, everyday wear. Top it off.
• •Highlighting a unique piece (e.g., Pas Assemblé Pullover): Pas Assemblé. Because some things are better when they're not perfectly aligned. Texture, comfort, and a bit of the unexpected.