Brand Purpose
We believe sunglasses are made to be worn, because life is meant to be lived.
Vision
To be the first sunglass brand that truly represents the East Coast in the U.S.
Mission
We create well-made, well-loved eyewear for everyday use.
Positioning
Made to see, not be seen — functional, stylish sunglasses designed for real life, not just a fashion show.
Core Values
Community – We care about where we live and the people who live here.
Integrity – We make and test quality products we stand behind.
Experiences – We value experiences over things.
Brand Personality
Real – True to our roots, authentic, not boastful.
Neighborly – Friendly, welcoming, respectful.
Easy-going – Good vibes, fun times, grounded.
Voice & Tone
Approachable, positive, passionate, real, and inclusive. Direct but not corporate. Warm, not soft. Strong, not arrogant.
Visual Style
Logo: Use the standard Nectar wordmark or “N” icon (no distortion or color changes).
Colors: Inspired by Atlantic grays, coastal sunsets, and Charleston pastels.
Typefaces: Poppins (all caps for headlines) and Averia Serif Libre Italic (subheads/body).
Photography: Candid, active, East Coast-grounded. Sunglasses shown on real people, crisp natural light, authentic settings. Avoid staged, influencer-style or “West Coast” festival vibes.
Key Campaign Concept
“Salt of the East” — reflecting grit, brine, and soul of the East Coast lifestyle.
How Affiliates Should Present Us
Highlight affordability without sacrificing quality (polarized lenses, eco-friendly recycled frames, lifetime warranty).
Showcase experiences (surfing, fishing, hiking, beach, golf, everyday adventures).
Emphasize our East Coast identity and community roots.
Stay authentic and approachable in messaging.
