Brand Tone

Rebellious & Edgy, Confident & Bold, Authentic & Underground, Playful & Humorous (with an edge), Nostalgic (90s Counter-Culture)

Brand Values

• •Originality & Nonconformity
• •Quality & Durability
• •Cultural Heritage
• •Self-Expression & Individuality
• •Loyalty (Fly Family)

Best Practices

• •Embrace the Edge: Don't shy away from a confident, slightly provocative, and rebellious voice. Use strong verbs and direct language.
• •Speak to the "Fly Family": Use inclusive language that fosters a sense of community and belonging for those who identify with the counter-culture roots. Reference shared values like originality and nonconformity.
• •Keep it Authentic: Draw inspiration from the brand's heritage in surf, skate, and music. Avoid overly corporate or generic phrasing. Let the "California original" spirit shine through.
• •Highlight Quality with Attitude: While the image is rebellious, the product is quality-made. Weave in mentions of durability and craftsmanship but do it with the brand's signature confident swagger, not just dry technical specs.
• •Visual-Verbal Consistency: Ensure the copy's tone matches the bold, often gritty, and high-energy visuals used in marketing and on the website. The words should feel like they belong to the images.

Social Perception

Iconic & Cult Following, Bold & Statement-Making, Durable & Good Quality, Authentically Rebellious, Nostalgic Appeal, Value for Money

Copy Examples

• •Headline: Don't Just See the World. Make It Stare Back. Body: Black Flys. Uncompromising style since '91. We build shades for those who write their own rules and live by their own damn standards. This ain't your mama's eyewear. Unless your mama was a badass. Call to Action: Shop Now & Disrupt the View.
• •Headline: Born in the California Underground. Worn by Legends. Body: From sweaty club stages to sun-drenched halfpipes, Black Flys has been the look for those who push limits. Quality that lasts, style that screams. Join the Fly Family. Call to Action: Get Your Pair of Notoriety.
• •Headline: Too Loud? You're Too Old. Body: Black Flys Eyewear: We're not here to blend in. We're here to take over. Bold designs, in-your-face attitude, and the guts to back it up. If you get it, you get it. Call to Action: Find Your Edge.
• •Headline: Warning: May Cause Unapologetic Confidence. Body: Slide on a pair of Black Flys and feel the difference. It’s more than just UV protection; it’s a statement. Built tough, styled for the bold. No compromises. Call to Action: Unleash Your Fly.
• •Headline: Authenticity Can't Be Faked. Neither Can Black Flys. Body: While others follow trends, we set them on fire. For over three decades, we’ve been crafting eyewear that’s as original as the individuals who wear them. This is Black Flys. Accept no imitations. Call to Action: Shop the Originals.