Tono de Marca

Rebellious, authentic, encouraging, informal, direct, confident, and rooted in the identity of an 'underdog' finding triumph, speaking the language of a specific subculture.

Valores de Marca

• •Resilience and Positivity
• •Authenticity
• •Inclusivity
• •Community
• •DIY Mentality

Mejores Prácticas

• •Embrace the Underdog Story: Every piece of copy should echo the core narrative of resilience and triumph over adversity. Use words like "fuel," "defy," "architects," and "resilience" to reinforce this identity.
• •Speak Authentically and Informally: Maintain the candid, direct tone seen in the FAQ. Use contractions and straightforward language ("Aw, sh*t!", "grippin n shippin"). Avoid corporate jargon to stay true to the counter-culture roots.
• •Champion Inclusivity and Community: Use collective pronouns like "we," "us," and "our" to foster a sense of belonging. Explicitly mention that garments are for everyone, reinforcing the brand's inclusive stance. The phrase "the company we keep" is a powerful tool to build community.
• •Connect to Counter-Culture Roots: Reference the inspirations of punk, skate, and graffiti culture where appropriate. This can be done through visual style, collaborations, or copy that speaks to a shared history and mindset.
• •Lead with Positivity: Despite being born from negative experiences, the ultimate message is one of optimism. Frame challenges as opportunities and products as reminders to "remain resilient and positive." This hopeful outlook should be the concluding feeling of any brand communication.

Percepción Social

Primarily controlled by the brand's own narrative due to limited external online presence. Intended perception is that of a grassroots, authentic apparel company with a strong, positive message for those identifying with counter-culture values. Broader market reputation is still developing.

Ejemplos de Copy

• •From the so-called 'low lives' to the architects of our own destiny. Our gear is for the resilient. Wear your story. #LauxCompany #PositivityInAdversity
• •Built from broken homes, hearts, and bones. This isn't just apparel. It's armor for the optimistic. Welcome to the company we keep.
• •The 'No Problemo!' Service Jacket isn't just an outer layer. It’s a statement. Rooted in a DIY mentality, this jacket is for those who fix things, build things, and defy expectations. Tough, reliable, and ready for whatever the world throws at you.
• •For the family we choose.
• •They saw a grim future. We saw loyalty, creativity, and an iron will to triumph. LAUX COMPANY is for everyone who finds beauty in adversity. Shop the collection and join the family.