Brand Tone

Bold & Daring, Confident & Empowering, Playful & Risqué, Inclusive & Accepting, Stylish & Fashion-Forward

Brand Values

• •Empowerment
• •Self-Expression & Individuality
• •Inclusivity & Acceptance
• •Quality & Comfort
• •Boldness & Breaking Boundaries
• •Confidence

Best Practices

• •Speak Directly to Confidence: Always frame messaging around how the underwear will make the wearer feel – confident, sexy, empowered, bold. Use strong, affirmative language.
• •Embrace Playful Provocation: Don't shy away from suggestive or witty language that aligns with the brand's risqué imagery, but always keep it empowering rather than objectifying. Use double entendres or clever wordplay where appropriate.
• •Highlight Individuality and Self-Expression: Position the underwear as a tool for personal expression. Emphasize the variety of styles that cater to different moods and personalities, encouraging customers to be unique.
• •Maintain an Inclusive Voice: Ensure language is welcoming to all, celebrating diversity and aligning with the brand's support for the LGBTQIA community. Avoid exclusionary terms and use gender-neutral language where applicable when speaking about the community.
• •Balance Boldness with Quality: While the designs are daring, the copy should also consistently mention the premium quality, comfort, and fit of the fabrics. This reassures customers that they are investing in a product that is both stylish and well-made.

Social Perception

edgy, sexy, and modern, pushing the boundaries of men's underwear. It's seen as empowering for men, particularly those looking to express their sensuality and confidence. The brand is associated with boldness and playfulness, not afraid to be provocative in its marketing. There's an association with the LGBTQIA community, with the brand actively fostering an image of acceptance and celebration of diverse identities. Customers seem to appreciate the unique designs and the quality of the products, highlighting comfort and fit. The founder, Perry Wayne, is viewed as a visionary aiming to redefine the men's lingerie market and promote body positivity.

Copy Examples

• •Headline: Unleash Your Alter Ego. Body: Beneath the everyday, there's a bolder you waiting. Discover the confidence that comes with Wayne Underwear. Premium fabrics, audacious designs. Shop Now. Tone: Bold, Empowering, Mysterious.
• •Headline: Comfort That Commands Attention. Body: Who says you can't have it all? Experience the perfect fusion of luxurious comfort and head-turning style. Wayne Underwear: Feel as good as you look. Tone: Confident, Quality-focused, Stylish.
• •Headline: Dare to Define Yourself. Body: Your style. Your rules. Our underwear. Express every facet of you with cuts and colors designed for the individual. Be unapologetically you. Tone: Empowering, Inclusive, Expressive.
• •Headline: Not Your Basic Briefs. Body: Step up your underwear game. From daring jockstraps to sophisticated lace, Wayne Underwear is crafted for those who aren't afraid to stand out. What statement will you make? Tone: Playful, Daring, Fashion-Forward.
• •Headline: Embrace the Extraordinary. Body: Life’s too short for boring underwear. Elevate your everyday with Wayne Underwear’s unique designs and feel the difference. Confidence starts from within. Tone: Inspiring, Confident, Bold.