Brand Tone

Rebellious & Non-Conformist, Energetic & Adventurous, Irreverent & Playful, Authentic & Raw, Confident & Bold

Brand Values

• •Individuality & Self-Expression
• •Freedom
• •Adventure & Thrill-Seeking
• •Community & Belonging
• •Quality & Performance
• •Creativity & Artistry
• •Anti-Establishment

Best Practices

• •Embrace the 'Anti-Hero' Voice: Write with confidence, a touch of rebellion, and don't be afraid to be a little edgy or irreverent. Avoid overly corporate or bland language.
• •Speak the Language of Your Tribe: Incorporate slang and terminology common to surf, skate, snow, and moto cultures authentically. Understand their humor and their passions.
• •Focus on Freedom and Individuality: Frame product benefits around how they enable self-expression, adventure, and breaking away from the norm.
• •Keep it Energetic and Action-Oriented: Use active verbs and vivid descriptions that evoke movement, excitement, and the thrill of the lifestyles VONZIPPER represents.
• •Be Visually and Verbally Bold: Just as the designs are distinctive, the copy should be too. Use strong headlines, punchy statements, and don't shy away from making a statement. Ensure the visual elements and copy work hand-in-hand to tell the same rebellious, adventurous story.

Social Perception

Cool & Edgy, Authentic, Reliable Quality, Aspirational but Accessible, Fun & Energetic, Distinctive

Copy Examples

• •Headline: Normal is a Setting on a Washing Machine. Your Shades Shouldn't Be. Body: Forget blending in. The new [Sunglasses Model Name] collection is here to crank your style dial to eleven. Built for bad decisions and good times. See differently. Live louder. Call to Action: Unleash Your Peepers. Shop Now.
• •Headline: White Rooms. Wild Views. Zero BS. Body: When the powder calls, answer with vision that rips. Our [Goggle Model Name] goggles cut through glare, fight fog like a champ, and fit so good you'll forget they're there. Until someone compliments your steeze, anyway. Call to Action: Own the Mountain. Gear Up.
• •Headline: Life’s Too Short to Wear Boring Eyewear. Body: We’re VONZIPPER. We make the stuff that goes on your face when you’re busy chasing thrills, breaking rules, and generally not giving a damn about the status quo. Join the dysfunctional family. Call to Action: Find Your Freak. Explore VZ.
• •Washed up, blissed out. The [Sunglass Model Name] soaking in those post-surf golden hour vibes. Pretty sure this is what they mean by 'board meetings.' #VonZipper #SurfOrDie #GoldenHourGlory
• •Your Eyeballs (and Wallet) Will Thank You. Fresh VZ Markdowns Inside.