Brand Tone

Youthful & Trendy, Empowering & Expressive, Conscious & Purpose-Driven, Accessible & Inclusive, Bold & Modern

Brand Values

• •Self-Expression & Individuality
• •Affordability & Accessibility
• •Quality & Craftsmanship
• •Purpose & Conservation
• •Innovation & Modernity
• •Inclusivity

Best Practices

• •Develop a "Voice Guide": Create a document outlining the brand's tone (youthful, empowering, conscious, accessible, bold), key messaging pillars (self-expression, affordability, quality, purpose, innovation), target audience (Gen Z, fashion-conscious individuals), and provide do's and don'ts for language. This ensures everyone creating content is aligned.
• •Use Audience-Relevant Language: Incorporate current slang and colloquialisms that resonate with Gen Z authentically (e.g., "vibe," "fam," "slay," "lit"), but avoid overusing them to the point of sounding forced or outdated quickly. Keep an ear to the ground for evolving language.
• •Emphasize "You" and Empowerment: Frame messaging around the customer's individuality, style, and power of choice. Use phrases like "Express your style," "Your unique look," "Make it yours." This aligns with the value of self-expression.
• •Integrate Purpose Naturally: Weave the rhino conservation message into communications where relevant, but ensure it feels authentic and not like a tacked-on marketing tactic. Focus on the positive impact ("fashion with a purpose," "your purchase makes a difference").
• •Maintain Visual and Textual Cohesion: Ensure the imagery, typography, and color palettes used across all platforms align with the youthful, trendy, and sometimes edgy tone established in the copy. For example, the sleek, modern visuals for "dark.crash" should be matched with equally sophisticated and bold copy.

Social Perception

Positive Customer Feedback, Emerging Youth Brand with Heritage, Ethically Conscious Choice, Fashion-Forward and Trendy, Good Value

Copy Examples

• •Stop scrolling, start shining! ✨ Our latest silver drop is here to level up your look. Mix, match, and make it uniquely YOU. Because your style? It’s a statement. #CrashTheClub #SilverBling #SelfExpression #NewCollection
• •Look good, DO good. 🤘 Every piece from crash.club helps protect majestic rhinos. Rock jewellery that tells a story of style AND substance. Shop now & #PurchaseWithAPurpose. #CrashForRhinos #FashionThatCares #EthicalJewellery
• •Your Vibe. Your Bling. Own It. 🔥 crash.club: Sick silver & dazzling lab-grown diamonds that won’t break the bank. Express every side of you. #CrashDotClub #GenZStyle #AffordableLuxury
• •dark.crash: Jewellery as Bold as You Are. (Body snippet: Unleash your edge with the new dark.crash collection. Sophisticated. Modern. Unapologetically you. Explore the collection.) #DarkCrash #MensJewellery #ModernMan
• •Shine brighter, guilt-free. Our stunning lab-grown diamonds offer all the sparkle with a conscience. Ethically crafted, undeniably beautiful – it’s luxury reimagined for a new era. #LabGrownDiamonds #SustainableSparkle #FutureOfLuxury #CrashClub