Brand Tone

Proud & Bold, Educational/Cultural, Aspirational, Direct & Statement-Oriented

Brand Values

• •Heritage & Culture
• •Identity & Self-Acknowledgment
• •Empowerment
• •Pride
• •Cultural Significance

Best Practices

• •Educate and Inform: Continue to subtly weave in the meaning and cultural significance of "Negus" and related themes, reinforcing the brand's educational aspect without being overly didactic.
• •Highlight ethically sourced materials to reinforce brand values.
• •Maintain bold designs that reflect the brand's confident messaging.
• •Emphasize the aspirational aspect by showcasing individuals striving for excellence while wearing the apparel.
• •Promote community engagement by sharing customer stories and testimonials that reflect pride and empowerment.

Social Perception

Positive affirmation of royalty and strength, pride, cultural reclamation, and empowerment within Black communities.

Copy Examples

• •Ethically sourced, boldly designed.
• •Wear your heritage with pride.
• •Embrace your inner greatness.
• •A symbol of royalty and strength.
• •Celebrating African and Ethiopian-inspired roots.