BRAND KITEVERYTHING YOU NEED TO FEATURE US
Logo, colors, typography, voice and messaging — the official identity behind the original rubber shirt tucker belt. Designed in Los Angeles. Worn by 10,000+ professionals who don't have time to re-tuck.
BRAND IDENTITY
A one-line summary of what we make, who it's for, and why we're different from every other shirt stay on the market.
Make sharp dressing effortless for people who can't fuss with their clothes during the day — officers on patrol, golfers mid-round, teachers between classes, anyone who has to look pulled together while doing real work.
The original rubber shirt tucker belt — simpler than competitor clasp belts, more comfortable than leg-strap shirt stays. One purchase lasts years. 30 seconds to put on. Invisible under a regular belt.
LOGO & WORDMARK
Our wordmark is always set in Barlow Condensed Black with a colored period between SHIRT and TUCKER — the period is part of the mark. Keep clear space around the wordmark equal to the cap height. Don't stretch, recolor, or outline the logo.
COLOR PALETTE
Navy is the base, accent blue is for action and emphasis, gold flags premium and reward moments. White is used generously to keep the brand calm and confident — never crowded.
TYPOGRAPHY
Two typefaces, used with strong contrast. Headlines shout in condensed black weight. Body copy speaks in a clean, readable sans. Never mix in a third family.
Barlow Condensed
YOUR SHIRT AGAIN.
DM Sans
VOICE & TONE
Direct, practical, and a little bit deadpan. We talk to people who solve real problems for a living — they don't want fashion-speak, they want a product that works. Confident without being loud. Honest about what we are and aren't.
✓ Sound like this
- "Wraps around the outside of your shirt. 30 seconds. Done."
- "Built for people who can't re-tuck during a shift."
- "Lasts years, not months. One purchase, then you forget about it."
- "More comfortable than nothing — the rubber cushions a duty belt."
- Plain numbers: 22–46" waist. $19.99. 30-day returns.
✗ Not like this
- "Revolutionize your wardrobe with the world's most innovative shirt-securing solution."
- "Game-changing." "Disruptive." "Best-in-class."
- Specific star ratings or review counts unless verified — never invent social proof.
- Hedging language ("might help," "may work for some") — we either stand behind it or fix it.
- Fashion jargon, lifestyle filler, or anything that sounds like a luxury brand.
Confident, not loud
We don't yell. The product does the talking. Short sentences, declarative claims, no exclamation marks unless someone is genuinely excited.
Practical, not poetic
We describe what happens when you wear it, not how it makes you feel. Time, fit, durability, comfort — measurable things.
Honest, not hypey
We tell people who it's for and who it isn't. If a competitor wins on a specific use case, we say so. Trust is earned by being right, not by being loud.
MESSAGING PILLARS
Four claims we make and can back up. Every piece of marketing should reinforce at least one — and never contradict any of them.
1 · Simplest shirt stay made
No leg straps. No complex metal clasp. Wrap rubber around your waistband, lock the flex peg, done in 30 seconds.
2 · Built for working professionals
Law enforcement, military, medical staff, hospitality — people who can't re-tuck during a 12-hour shift. We're built around their day.
3 · Actually comfortable
Rubber cushions pressure from a duty belt or hip holster instead of adding to it. No leg restriction. No bathroom unhooking.
4 · Lasts years, not months
Simple flex peg closure — fewer parts to break than competitors with metal hinges and rivets. Typical life: 2–4 years of daily wear.
APPROVED TAGLINES
PROOF POINTS
AUDIENCE SEGMENTS
We don't talk to "everyone." We talk to people who tuck a shirt as part of their job, sport, or formal occasion. Priority order is based on proven fit, not on segment size alone.
- Real environments — patrol cars, golf courses, classrooms, kitchens. Avoid studio-only shots.
- Show before/after tucking when explaining the product. The contrast is the message.
- Diverse representation across age, gender, and profession — match the audience priority order.
- Keep product close to the body in shots; the belt is invisible under a regular belt, so context matters.
- Never doctor reviews or stars into hero images. Star icons are decorative; numbers must be real.
DOWNLOAD ASSETS
Pre-approved assets for press, retail partners, affiliates, and influencers. Right-click and save, or open in a new tab for high-resolution versions. For anything you don't see here, email [email protected].
PRESS & PARTNERSHIPS
For interviews, product samples, affiliate programs, bulk orders for departments and teams, or anything not covered above — reach out directly. We typically respond within one business day, Monday through Friday.
Talk to a real person.
Press, affiliate, retail, and partnership inquiries go to [email protected]. General support questions go to [email protected].
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