Brand Tone

Edgy, Youthful, Direct and Casual, Aspirational/Confident, Visually Driven

Brand Values

• •Individuality/Self-Expression
• •Niche Appeal
• •Online Engagement
• •(Possibly) Quality within its Niche

Best Practices

• •Know Your Audience Intimately: Continuously engage with and understand the language, slang, and cultural references of your target alternative streetwear/goth niche. Speak their language authentically.
• •Embrace the Edge, But Be Approachable: While the tone is edgy, maintain a level of relatability. The TikTok comment about "impressing your crush" is a good example – it’s edgy in context but also a common youthful desire.
• •Prioritize Visual Storytelling with Supporting Copy: Let the visuals (product shots, lifestyle imagery) do most of the heavy lifting. Use copy to enhance the mood, provide essential details, and reinforce the brand's core message of individuality. Product descriptions can be concise but impactful.
• •Be Consistent Across Platforms, Adapt the Format: The core edgy, confident, and youthful tone should be present on the website, Instagram, and TikTok. However, adapt the style of communication to what works best on each platform (e.g., short, punchy captions and trending sounds on TikTok; high-quality visuals and slightly more descriptive text on Instagram).
• •Develop a "Voice Guide" (Even if Simple): Create a short internal guide with keywords, phrases to use (and avoid), and examples of the desired tone. This helps ensure anyone creating content stays aligned with the Luen216 voice (e.g., words like "unapologetic," "defiant," "shadow," "echoes," " misunderstood," "individual").

Social Perception

Emerging Niche Brand, Positive but Limited Feedback, Reliant on Visuals and Social Trends

Copy Examples

• •Instagram Post Caption (showing a new hoodie): "They won't get it. And that's the point. Our new 'Misunderstood' Hoodie. Own your difference. 🔥 #Luen216 #AlternativeFashion #StreetwearStyle #GothVibes"
• •TikTok Video Concept/Overlay Text: Video: Quick cuts of someone confidently walking in the "Praying To The Sky" hoodie. Text overlays: "Normal is an illusion." "Dress like you mean it." "Luen216 - Beyond the Ordinary." #StreetGoth #TechwearFashion
• •Product Page Snippet (for "Misunderstood Cargo Pants"): "More than just pants. These are a statement. The 'Misunderstood' Cargos: for those who walk their own path. Pockets for your secrets, style that speaks volumes."
• •Email Subject Line (for a new collection): "💀 Your New Uniform Has Arrived. Luen216 Drop!"
• •Website Banner Text: "Luen216 Clothing: Unapologetically You. Explore the Collection."