Brand Tone

Authentic & Passionate, Edgy & Rebellious, Community-Focused & Inclusive, Respectful & Traditional, Confident & Bold

Brand Values

• •Respect
• •Community
• •Authenticity
• •Hard Work & Resilience
• •Tradition
• •Quality

Best Practices

• •Embrace the Duality: Always balance the Violent (tough, gritty, resilient, edgy) with the Gentlemen (respect, tradition, community, honor). This juxtaposition is key to the brand's uniqueness.
• •Speak the Language of Hockey: Use terminology, references, and a tone that resonates authentically with hockey players and dedicated fans. Avoid overly corporate or generic language.
• •Prioritize Community: Frame messaging around shared passion and belonging. Highlight how VGHC brings fans together and celebrates the collective spirit of the sport.
• •Maintain Authenticity: Continuously reinforce that the brand is by hockey fans, for hockey fans. Share stories, engage with the community, and stay true to the grassroots origins.
• •Be Confident and Unapologetic (but Inclusive): The brand has a strong identity. Communicate with a confident, sometimes rebellious edge, while ensuring the underlying message of respect and inclusivity for all within the hockey world comes through.

Social Perception

Positive within the Hockey Community, Recognizable & Cool, The Name Can Be Intriguing/Misleading, Associated with Enforcer Lifestyle but Broader, Seen as a Community Builder

Copy Examples

• •Headline: Forged in Ice. Bound by Respect. Body: This isn't just apparel. It's a testament to the code. The early mornings, the hard hits, the handshake line. Wear the tradition. Live the game. Violent Gentlemen. Call to Action: Shop The Collection.
• •Headline: More Than a Game. It's a Brotherhood. Body: From the packed arenas to the local rinks, the spirit of hockey unites us. Violent Gentlemen crafts gear for every fan, every player who shares the passion. This is your club. Call to Action: Join VGHC.
• •Headline: The Grit. The Glory. The Gentlemen. Body: We celebrate the unwritten rules, the battles fought, and the respect earned. Violent Gentlemen: Apparel that understands the heart of hockey. Call to Action: Gear Up.
• •Headline: Earned. Never Given. Body: Like every shift on the ice, our quality is built on hard work and dedication. Timeless designs for the timeless sport. That's the Violent Gentlemen way. Call to Action: Discover What's New.
• •Headline: Beyond the Boards. Body: Violent Gentlemen isn't just for game day. It's for the lifestyle. From the rink to the street, carry the heart of hockey with you. Built by fans, for fans. Call to Action: Explore Our Lifestyle Gear.