Brand Tone

Dependable & Trustworthy, Caring & Community-Oriented, Empowering & Inspiring, Proudly South African, Friendly & Approachable

Brand Values

• •Durability & Quality
• •Reliability
• •Heritage & Tradition
• •Community Support & Social Responsibility
• •Child-Centric
• •Local Empowerment

Best Practices

• •Prioritize Durability and Reliability: Always weave in messaging about the shoes' strength, longevity, and the trust parents place in the brand. Use words like "tough," "durable," "lasting," "trusted," "reliable."
• •Emphasize South African Heritage: Regularly mention the "since 1954" legacy and local manufacturing to reinforce authenticity and connection with the South African identity.
• •Show, Don't Just Tell, You Care: Highlight community initiatives, bursaries, and stories of giving back. The tone should be genuine and empathetic, focusing on the positive impact on children and families.
• •Speak to Both Parents and Children (Appropriately): While parents are the primary purchasers (focus on quality, value), engage children with an encouraging and empowering tone in relevant campaigns (e.g., #Youthfluencer, competitions).
• •Maintain a Positive and Encouraging Outlook: Focus on the potential of children, the joy of learning and playing, and how Toughees supports them on their journey. Use optimistic and supportive language.

Social Perception

The Go-To School Shoe Brand, Durable and Long-Lasting, A Brand with a Strong Legacy, Socially Conscious, Traditional yet Evolving

Copy Examples

• •Headline: Generations of Confidence. One Pair of Toughees at a Time. Body: Since 1954, Toughees has been the trusted choice for South African families. Strong, durable, and made for every leap, run, and classroom adventure. Step into the new school year with the shoes built to last. #TougheesSA #MadeTough #SchoolReady
• •Headline: More Than Just a Shoe, It’s a Foundation. Body: We believe every child deserves to walk tall. That’s why Toughees are crafted with care, right here in SA, offering the comfort and durability to support their journey. For every kind of tough, for every bright future. #TougheesCares #ProudlySA
• •Headline: Ready for Recess, Prepared for Success. Body: From the playground to the podium, Toughees are designed for the non-stop energy of young learners. Easy to clean, hard to wear out. Give them the freedom to play and learn, with shoes you can rely on. #SchoolShoes #DurableFootwear
• •Headline: Celebrating 70 Years of Walking with You. Body: For seven decades, Toughees has been part of your school story. As we mark this milestone, we continue our commitment to quality, community, and empowering the next generation. Here’s to many more steps together. #Toughees70Years #Heritage
• •Headline: Win Their School Fees! Shine Brighter with Toughees. Body: This year, your Toughees purchase could do more than just protect their feet. Enter our 'Made Tough' competition for a chance to win your share of R200,000 in school fees! Because we believe in supporting their dreams, every step of the way. Ts & Cs apply. #TougheesCompetition #BackToSchoolSA