Brand Tone

Authentic & Proud, Bold & Confident, Nostalgic & Playful, Community-Oriented & Inclusive, Empowering, Friendly & Approachable

Brand Values

• •Cultural Representation
• •Authenticity
• •Family & Legacy
• •Individuality & Self-Expression
• •Quality
• •Community & Connection
• •Creativity & Artistry

Best Practices

• •Embrace Spanglish & Cultural Slang (Authentically): Incorporate Spanish words and Chicano slang naturally where appropriate (e.g., "Raza," "cultura," "firme," "barrio," "chisme," "gracias"). This reinforces cultural identity but ensure it’s used in a way that is inclusive to those familiar and still welcoming to newcomers.
• •Tell a Story, Don't Just Sell Products: Weave in the narrative of the Homies legacy, family, Chicano culture, and the "why" behind the brand. Connect products to these stories.
• •Use Inclusive & Empowering Language: Address the audience directly using "Homie," "Homegirl," "Familia." Focus on empowerment, confidence, and celebrating individuality.
• •Maintain a Balance of Nostalgia and Modernity: Reference the 90s and the original Homies characters while showcasing modern, high-quality beauty products.
• •Be Visually and Verbally Cohesive: Ensure the language used in copy aligns with the visual aesthetics (bold colors, cultural imagery, user-generated content featuring diverse individuals). The "Chola Sheek glam" and "lowrider vibes" should be reflected in both words and visuals.

Social Perception

Positive & Enthusiastic, Culturally Significant, Trusted, Exciting & Unique

Copy Examples

• •Instagram Post (Product focused - Eyeshadow Palette): Cruise into color, Homie! 🚗💨 Our Boulevard Shadow Palette is packed with firme shades inspired by the streets and the vibrant spirit of our cultura. Bold, blendable, and always reppin’ who we are. Show us your artistry! #HomiegirlBeauty #BeautyForTheBarrio #ChicanoStyle #CrueltyFree
• •TikTok Video Caption (Behind the Scenes - Packing Order): Packin’ up some Homiegirl love for our Raza! 💖 Each order is a piece of our heart, our heritage, straight to you. Gracias for keeping the Homies legacy alive! ✨ What’s in your next haul? #HomiegirlLifestyle #HomiesCollectibles #ChicanaOwned #Familia
• •Website Banner (New Product Launch - Eyeliner): Define Your Flyness. ✨ Introducing the new [Product Name] Liner – sharp, slick, and unapologetically bold. Just like every Homiegirl out there. Own your look. #HomiegirlCosmetics #LaRazaBeauty #BoldLinesBoldAttitude
• •Facebook Ad (Community Focused): Hey Homegirls! 👋 From the block to the vanity, Homiegirl Beauty is here to celebrate YOU – your style, your story, your cultura. More than makeup, it's a movement. Join the familia and let your inner Homie shine! Shop now for that 90s glam with a modern twist. #Homiegirl #CholaGlam #RepresentationMatters #90sNostalgia
• •Email Subject Line (Special Offer): For Our OG Homegirls: A Special Treat Inside! 🤫💖 (Body: You've been with us, reppin' the culture. Here's a little something to keep you lookin' firme. Exclusive discount for our loyal Homies...)