Brand Tone

Aspirational, confident, and grounded in street culture. Direct, motivational, simple, bold, and unapologetic.

Brand Values

• •Ambition & Hustle
• •Friendship & Collaboration
• •Global Aspiration

Best Practices

• •Embrace the Slang: Consistently use terms like "Papper," "Hustle," "Grind," and "Worldwide" to reinforce the brand's identity. This creates a unique vocabulary that resonates with the target audience.
• •Focus on Aspiration: Frame all copy around the theme of ambition and success. The clothing should be positioned as a tool or a uniform for achieving one's goals, not just as apparel.
• •Use Direct and Confident Language: Avoid passive voice and hesitant phrasing. Use short, impactful sentences and commands (e.g., "Shop Now," "Own Your Hustle," "Define Your Success"). The tone should be as confident as the customer you're targeting.
• •Tell the "Underdog" Story: Remind the audience of the brand's origins our friends with a goal. This narrative of starting small and aiming big is relatable and builds a stronger connection with customers who share that journey.
• •Maintain Visual and Textual Consistency: Ensure that the bold, straightforward tone of the copy is matched by the website's visuals. The photography, font choices, and color schemes should all project the same confident, street-smart, and ambitious energy.

Social Perception

Largely undefined due to limited online presence; currently shaped entirely by its own website.

Copy Examples

• •Stop dreaming. Start grinding. The new 'Worldwide Hustlers' collection is here to fuel your ambition. Dress for the success you're building. #WeMakingPapper
• •This isn't just clothing. It's a statement. For the ones who work while others sleep. WMP Vendor – The official uniform of the hustle.
• •From Local Ambition to Global Success. We know the grind. We designed the look. WMP: Worldwide Hustlers.
• •Built for the grind. This hoodie combines comfort with the attitude of an entrepreneur. Because when you're making moves, your gear needs to keep up. #HustleHard
• •Your Next Power Move Is Here.