Brand Tone

Casual, confident, direct, edgy, and proud, aiming to resonate with a younger, style-conscious demographic. Product names are trendy and informal.

Brand Values

• •Local pride
• •Fashion-forward style
• •Community and identity
• •Contemporary, confident self-expression

Best Practices

• •Consistently use Toronto-specific references (e.g., "the 6ix," "TTC," "Queen West," "The Islands") to reinforce the brand's core identity and create an authentic connection with the local audience.
• •The copy should always be self-assured, energetic, and unapologetic. Use strong action verbs and avoid passive language to reflect the "passion" in the brand name.
• •Frame customers not just as buyers, but as members of a community who share a love for Toronto. Use inclusive language like "we," "our city," and "join the movement."
• •Given the target demographic and product type, copywriting should be optimized for social media feeds. Use concise sentences, emojis where appropriate, and clear calls to action.
• •Address the past negative feedback by prioritizing clear communication. Use copywriting in FAQs, shipping policies, and customer service emails to be exceptionally clear, and proactive about order statuses and potential delays to rebuild a positive social perception.

Social Perception

Mixed and somewhat negative, with a disconnect between the brand's projected cool, city-centric image and operational reliability due to past complaints about unfulfilled orders and poor communication. The private social media status also hinders positive social proof, leading to a perception of untrustworthiness among some consumers.

Copy Examples

• •Headline: Own the 6ix. Our new summer collection is here. Body: From Woodbine Beach to your backyard, the new TPC collection is made for the Toronto summer. Bold looks for a bold city. Tap to shop before it’s gone. #TorontoPassion #MadeInThe6ix #TorontoStyle
• •Headline: You don't just live in Toronto. You ARE Toronto. Body: It's more than a city, it's a vibe. Our latest swimwear and apparel line is for those who carry the heart of the city with them. Rep your passion. Shop the collection now for free shipping in the GTA. Call to Action: Shop Now
• •Headline: The Official Uniform of Toronto Summers. Body: Inspired by the streets, beaches, and heart of the city. This is Toronto Passion.
• •Subject: Inside: Your Exclusive Look at the TPC Fall Edit. Body: Hey Toronto! The seasons are changing, and so is our style. We're dropping a new collection inspired by autumn in the city. Be the first to see the looks designed to keep your passion for the 6ix burning all year long.
• •More than just a tank top, it's a statement. The TPC Racer Back is designed for a flattering fit that moves with you, whether you're hitting a festival on the Islands or grabbing coffee on Queen West. Made with a breathable cotton blend. Rep your city in comfort and style.