Brand Tone

Edgy and Unconventional, Friendly and Approachable, Informal and Engaging, Enthusiastic and Passionate

Brand Values

• •Individuality/Uniqueness
• •Quality Customer Service
• •Curated Selection
• •Community Focus (Local Roots)
• •Resilience/Grit

Best Practices

• •Consistently use language that reflects the "abrasive, controversial, unique" product selection, but always ensure the underlying tone is welcoming and customer-focused ("southern customer service").
• •Avoid overly corporate or formal language. Use a conversational style that resonates with streetwear and alternative culture, much like their "About Us" page and social media.
• •Emphasize what makes TrueGritNZ different – the carefully selected brands and items that customers won't find everywhere else.
• •Ensure imagery and videos on social media and the website match the edgy yet approachable tone. Showcase products in real-life, relatable contexts.
• •Subtly weave in the concept of "grit" – resilience, toughness, individuality – into product descriptions, campaigns, or storytelling where appropriate, connecting the brand name to the attitude of its customers and products.

Social Perception

Trusted Local Retailer, Niche Appeal, Growing Online Presence, Legitimate Business, Engaging with Younger Audiences

Copy Examples

• •Headline: Not Your Average Threads. Body: Tired of blending in? TrueGritNZ brings Invercargill's edge to your wardrobe. Shop unique streetwear and footwear that’s as bold as you are. Quality southern service, no filter. Call to Action: Dare to be different. Shop Now.
• •Headline: Southern Style. Zero Compromise. Body: Since 2007, we've been hooking up Kiwis and Aussies with gear that’s anything but ordinary. From iconic Dr. Martens to fresh Pit Vipers, find your grit with us. Call to Action: Explore New Arrivals.
• •Headline: Unapologetically You. That’s TrueGrit. Body: We handpick the brands that break the mold – Unit, Vans, Salty Crew – because your style shouldn’t be a carbon copy. Get ready for a dose of awesome, served with a smile. Call to Action: Find Your Fit.
• •Headline: More Than Just a Store. It's a Vibe. Body: TrueGritNZ: Where unique finds and genuine southern hospitality meet. Whether you're after something a bit controversial or just seriously cool, we've got you. Call to Action: Check Out Our Collections.
• •Headline: Gear Up with Grit. Body: From the streets to the skate park, TrueGritNZ delivers clothing and footwear with character. Sometimes abrasive, always authentic. Discover brands that stand out. Call to Action: Shop Online & In-Store.