Lack of Color
-
Internationally recognised and celebrated by some of the world’s biggest names and personalities, Lack of Color has established itself as the leading hat brand both locally and abroad.
Since 2018, TONE has had the privilege of working with the celebrated Australian label across numerous projects and brand milestones. During this time, we have been engaged to create a suite of content for their website, special projects, campaigns and press releases.
Our words have filled pages of look books that have travelled to Europe and the US, accompanied retro shoots in the Californian desert and Hollywood Hills, graced billboards and print publications, and helped customers discover the right hats and styles for their face shape. More recently, we created the print and editorial copy for the very first Lack of Colour newspaper, which was launched in conjunction with the brand’s very first US warehouse.
-
WEBSITE COPYWRITING
CAMPAIGN COPY
NEWSLETTER COPY
PRESS RELEASE COPY
CREATIVE CONTENT IDEATION
BRAND VOICE
-
Our goal has always been to ensure the verbal identity of the brand remains consistent with the ethereal beauty of its visual identity. This allows us to transport customers to another world through an idea, a headline, a story.
We have consistently taken a highly creative, and almost lyrical approach to the copy, ensuring any engagement with the brand has the ability to inspire and help new and existing customers lose themselves in a Lack of Colour moment.
By approaching the copy through a poetic lens, we have been able to strengthen the overarching identity of the brand – creating a unique space within the market for Lack of Colour to occupy, while bringing a sense of escapism to customers’ online and real-world experiences.
The copy has always needed to capture a feeling. The kind you get from an image or film, a specific time or place. Across each touchpoint, whether via print or online, the copy and voice we have created for Lack of Colour embodies their brand essence while remaining consistent, dreamy and engaging.
WORK IN ACTION
