Brand Tone

Dark & Macabre, Mysterious & Enigmatic, Reverent (towards the subculture), Slightly Provocative, Artistic & Curated

Brand Values

• •Individuality & Self-Expression
• •Appreciation for the Macabre & Esoteric
• •Artistic Craftsmanship & Aesthetic
• •Community & Belonging (within the subculture)
• •Authenticity

Best Practices

• •Develop a Lexicon of Dark/Gothic Terms: Create a list of words and phrases that align with the macabre, mysterious, and artistic tones (e.g., "nocturnal," "arcane," "shadows," "crypt," "sanctum," "relic," "sigil," "twilight"). Use these consistently.
• •Embrace Poetic & Evocative Language: Use metaphors, similes, and descriptive language that paint a vivid, dark, and intriguing picture for the reader. Appeal to the imagination.
• •Maintain an Air of Mystery: Don't reveal everything. Use suggestive language that hints at deeper meanings or untold stories related to the products.
• •Speak to the "Initiated": Address the audience as if they are already part of a select group that understands and appreciates the brand's unique offerings and aesthetic. Use "we" (brand) and "you" (customer) to foster a sense of shared identity.
• •Visual-Verbal Cohesion: Ensure that the tone of the copy always matches the visual aesthetic of the products and branding. The words should enhance the dark imagery, not contradict it.

Social Perception

Appreciation for Niche Products, Aesthetic Alignment, Community Hub, Seen as Authentic, Desire for More

Copy Examples

• •Unveil your nocturnal essence. Our latest garment, woven from shadows and moonlight, awaits those who walk the twilight path. Dare to adorn yourself. #GrimReliquary #GothicFashion #DarkAesthetic
• •Transform your sanctum. Let every corner whisper tales of the arcane with our curated collection of darkly elegant homewares. Your crypt awaits its new treasures. #OccultDecor #GothicHome #SanctuaryOfShadows
• •For those who find solace in the shadows and beauty in the enigma. Grim Reliquary offers a curated collection of artefacts for the discerning connoisseur of the dark arts. Explore your desires. [Link to Website]
• •Whispers from the Void: New Relics Have Arrived.
• •This amulet, forged in the likeness of ancient sigils, is more than mere adornment. It is a key, a statement, a fragment of the night itself. Carry its power.