Brand Tone

Cool & Confident, Urban & Edgy, Aspirational yet Accessible, Direct & Concise, Visually Driven

Brand Values

• •Style & Self-Expression
• •Modernity & Trend Awareness
• •Quality (Implied)
• •Community (Subtle)
• •Authenticity

Best Practices

• •Stay True to the "Cool & Confident" Voice: Avoid overly formal or overly playful language. Keep it assured, direct, and slightly understated. Let the visuals do some of the heavy lifting.
• •Use Streetwear & Urban Vernacular Authentically: Incorporate relevant slang or cultural references naturally, without forcing it or appearing out of touch. Understand the nuances of the language your target audience uses.
• •Keep it Concise and Punchy: Especially for social media. Get to the point quickly. Use strong verbs and impactful adjectives. Bullet points can be effective for product features on the website.
• •Visuals and Copy in Harmony: Ensure the copy complements the imagery and video. If the visual is dark and edgy, the copy shouldn't be overly bright and bubbly. The tone should be consistent across all elements.
• •Develop a Persona Guide: Create a simple document outlining the Trox Brand persona (e.g., "the confident urban navigator," "the understated style leader"). This helps any writer understand who the brand is and how it "speaks," ensuring consistency even if multiple people are creating content. Include a list of "do's and don'ts" for language and tone.

Social Perception

Fashion-Forward, Youth-Oriented, Niche Appeal, Emerging Brand

Copy Examples

• •Instagram Post (New Hoodie Release): Concrete jungle ready. Our new [Hoodie Name] just dropped. Built for the streets. Wear it loud. #TroxBrand #UrbanEssentials #StreetStyle
• •Website Product Description (T-shirt): The [T-shirt Name] Tee: Clean lines, bold statement. Premium cotton for all-day comfort. Your city, your rules. Own it.
• •TikTok Video Caption (Styling a Tracksuit): From zero to street hero. 🦎 Styling the new Trox V2 Tracksuit. How would you rock it? #TroxFit #StreetwearLook #GetTheLook
• •Email Subject Line (Sale Promotion): LEVEL UP YOUR LOOK // The Trox Mid-Season Drop is ON.
• •Pinterest Pin Description (Collection Mood Board): TROX // Vol. 4 Collection. Inspired by late nights & city lights. Discover the vibe. #TroxStreetwear #NewCollection #UrbanAesthetic