Brand Tone

Authentic, Down-to-Earth, Masculine, Confident, Nostalgic, Timeless, Edgy, Counter-Culture, Straightforward, No-Fuss, Community-Oriented

Brand Values

• •Quality
• •Tradition & Heritage
• •Authenticity
• •Craftsmanship
• •Hard Work & Perseverance
• •Masculinity & Style
• •Simplicity/No-Nonsense

Best Practices

• •Embrace the Heritage: Consistently weave in the brand's origin story – the 1950s barbershop inspiration, Willy "Uppercut" O'Shea, and the founders' passion for barbering, skate, and surf. This builds authenticity and a unique identity.
• •Use Straightforward, Confident Language: Avoid overly technical jargon or "fluffy" marketing speak. Be direct, use active voice, and convey a sense of no-nonsense masculinity. The tone should be assured but not arrogant.
• •Focus on Quality and Essentials: Highlight the use of fine ingredients and the "no fancy embellishments" philosophy. Position products as reliable, core items for a man's grooming routine.
• •Incorporate Lifestyle Elements: Connect with the target audience by referencing the cultures that inspire the brand (barbering, skateboarding, surfing, classic Americana). Use visuals and language that resonate with these interests.
• •Maintain Visual-Verbal Cohesion: Ensure that the language used in copy aligns with the brand's visual identity (vintage-inspired packaging, masculine imagery). The overall message should feel authentic and cohesive across all touchpoints.

Social Perception

Trusted by Barbers, High-Quality & Effective, Cool & Stylish, Authentic Australian Brand, Premium but Accessible, Some Inconsistency in Experience

Copy Examples

• •Headline: Timeless Style. No Gimmicks. Body: Forged in the barbershop, built on tradition. Uppercut Deluxe delivers the knockout look you demand, day in, day out. Quality grooming, straight up. Call to Action: Shop The Essentials.
• •Headline: From The Barber's Chair, To Your Mirror. Body: We got tired of mediocre. So we made our own. Born from a love of barbering, skate, and surf, Uppercut Deluxe is for guys who know what they want. Real products, real results. Call to Action: Find Your Hold.
• •Headline: Willy 'Uppercut' O’Shea Knew: A Hard Beginning Maketh a Good Ending. Body: Inspired by a legacy of grit and style, our grooming essentials are crafted with the finest ingredients. For a look that goes the distance. Call to Action: Discover The Legacy.
• •Headline: Not Just Hair Product. It's Your Signature. Body: Whether it's a classic pomp or a modern textured crop, our range gives you the control. No fuss, just sharp, confident style. Backed by barbers, made for you. Call to Action: Define Your Look.
• •Headline: Counter Culture. Classic Cuts. Body: Uppercut Deluxe: Where the spirit of the 50s barbershop meets the edge of today. Premium gear for a look that’s all your own. Call to Action: Join The Uppercut Crew.