Brand Tone

Bold, modern, aspirational, confident, direct, empowering, community-oriented, and appreciative.

Brand Values

• •Individuality and Self-Expression
• •Modern Style
• •Quality and Customer Satisfaction
• •Community

Best Practices

• •Embrace Bold Language: Use strong, confident, and empowering words that reflect the "avant-garde" and "vicious" nature of the brand. Avoid passive or generic phrasing.
• •Highlight Individuality: Center the messaging around self-expression and being unique. Use phrases that encourage customers to embrace their personal style.
• •Incorporate Social Proof: Regularly feature customer testimonials and user-generated content in marketing materials to build trust and reinforce the brand's community aspect.
• •Maintain a Consistent Visual and Textual Aesthetic: Ensure that the tone of the copy aligns with the modern, edgy, and high-fashion imagery used across all platforms.
• •Focus on the Feeling, Not Just the Feature: While mentioning product details is important, the copy should primarily focus on the confidence and style the sunglasses provide to the wearer.

Social Perception

Perceived as stylish, high-quality, and reasonably priced eyewear. Known for unique, eye-catching designs that elicit compliments. Overwhelmingly positive sentiment regarding fast shipping and excellent customer service. Helps customers achieve a high-end, 'main character' look.

Copy Examples

• •Don't just follow trends, set them. Our new collection is for the audacious, the bold, the unapologetically you. Be your own vice.
• •Style is personal. @[username] shows us how it's done, turning heads in our 'Vicious' frames. Tag us in your #ViceEyewear for a chance to be featured.
• •Engineered for impact. The 'Nova' frames are more than just sunglasses; they are a statement. With their sharp, futuristic lines, they're designed for those who command attention.
• •Ready for your close-up? Our best-selling 'Safari' sunglasses are back in stock. Get the shades that have everyone talking and elevate your everyday look.
• •That main character energy. 🕶️ #ViceEyewear #OversizedSunglasses #BeYourOwnVice