Brand Tone

Passionate & Enthusiastic, Fan-centric & Inclusive, Informative & Promotional, Aspirational & Supportive, Occasionally Urgent

Brand Values

• •Loyalty & Dedication
• •Pride & Identity
• •Authenticity
• •Community & Connection
• •Accessibility

Best Practices

• •Embrace the "Cruzeirense" Language: Use nicknames for the club (e.g., "Cabuloso," "Raposa"), common fan chants or slogans (where appropriate and not overly informal for a product description), and terms that resonate deeply with the Cruzeiro fanbase. Stay updated with current fan jargon.
• •Prioritize Emotion, then Product: While the goal is to sell, lead with the passion and emotion associated with the club. Connect the product to the feeling of being a supporter, the history of the club, or the excitement of match day before detailing features.
• •Speak as "One of Us": Write from the perspective of a fellow fan (while maintaining professionalism for a store). Use inclusive language like "nós" (we/us) when referring to the collective of fans. This builds rapport and trust.
• •Visuals and Copy Synergy: Ensure the tone of the copy matches the accompanying visuals. If it's a celebratory post, the copy should be upbeat. If it’s a more serious retro item, the copy can be more nostalgic and reverent.
• •Consistency Across Platforms: Whether it's a website product description, an Instagram caption, or a promotional email, the core tone of passionate support and fan-centricity should remain consistent. Develop a style guide if multiple people are creating content.

Social Perception

Official or Closely Affiliated Retailer, Direct Line to Fan Gear, Embedded in Fan Culture, Reliant on Club Performance & Sentiment, Standard E-commerce Expectations

Copy Examples

• •Vista o manto sagrado! Chegou a nova camisa do Cabuloso, carregada de história e pronta para novas glórias. Sinta a força da Nação Azul em cada detalhe. Garanta a sua e mostre ao mundo a sua Paixão Celeste!
• •Semana de decisão? Prepare o seu arsenal! Toda a linha de treino com 20% OFF para você apoiar o Cruzeiro no máximo estilo e conforto. Não fique de fora, a Paixão Celeste te veste para vencer!
• •Marque aquele amigo que divide com você a Paixão Celeste em todos os momentos! 🦊💙 Juntos, somos mais fortes. #PaixãoCeleste #CruzeiroSempre
• •Do estádio para a rua, leve o Cruzeiro com você. Nossos bonés e acessórios são a marca registrada do torcedor que tem Paixão Celeste correndo nas veias. Qual o seu favorito?
• •Que vitória! Que orgulho! A Paixão Celeste hoje transborda. Celebre com o manto que representa essa garra. Confira os destaques da partida em nossa loja!