Brand Tone

Whimsical & Fun, Enthusiastic & Passionate, Knowledgeable & Expert, Iconic & Established, Creative & Imaginative, Welcoming & Community-Oriented

Brand Values

• •Creativity and Self-Expression
• •Uniqueness and Wonder
• •Quality and Expertise
• •Tradition and Legacy
• •Fun and Entertainment
• •Customer Experience

Best Practices

• •Embrace Vivid & Imaginative Language: Use words that evoke wonder, magic, transformation, and fun. Think wonderland, conjure, unleash, epic, terrifyingly awesome.
• •Maintain an Enthusiastic and Playful Voice: Even when discussing professional products, keep the energy up. Use exclamations where appropriate, ask engaging questions, and don't be afraid of a little humor or spookiness.
• •Showcase Expertise with Personality: When explaining products or services (like SFX makeup or magic tricks), be informative but avoid dry, overly technical jargon. Let the passion for the craft shine through.
• •Encourage Interaction and User-Generated Content: Actively solicit customer photos, ideas, and experiences. Feature them regularly. This reinforces the community aspect and the idea that the store is a partner in their creative journey.
• •Visual Consistency is Key: Ensure that the visuals (photography, videography, graphic design) across all platforms match the whimsical, vibrant, and sometimes theatrical tone of the brand. The look should feel like AbracadabraNYC.

Social Perception

A New York Institution, The Ultimate Destination for Costumes & More, A Fun, Theatrical Experience, Resource for Professionals and Hobbyists, Can Be Overwhelming but Exciting, Staff as Creative Enablers, Active Online Presence

Copy Examples

• •Unleash your inner monster, hero, or creature of myth! 💀✨ Our NEW AbracadabraNYC Professional FX Makeup Kits are here to transform your wildest visions into reality. From gruesome gashes to ethereal elf ears, everything you need is packed inside. Dare to create? Tag a friend who needs this! #AbracadabraNYC #SFXMakeup #TransformationTuesday #NYCMakeup #CosplayReady
• •This isn't just Halloween. This is AbracadabraNYC. For over 40 years, we've been NYC's heart of Halloween, offering the most unique costumes, terrifying props, and magical makeup. Step into our wonderland and let's make this spooky season unforgettable. Your epic costume starts here. [Shop Now!]
• •Lost in a world of wonder? 🤔 That's just a regular Tuesday at AbracadabraNYC! 😉 Three floors packed with costumes, magic, creepy props, and all the glitter you can handle. Come find your next obsession! #AbracadabraNYC #NYCsHiddenGems #CostumeShop #MagicStore #UniqueGifts #ThingsToDoInNYC
• •Got a vision so unique it doesn't exist off-the-rack? Challenge accepted! Our in-house sorcerers (aka talented seamstresses and artists) at AbracadabraNYC are ready to conjure your dream costume from scratch. From concept to creation, let's make magic happen. Book your consultation today! #CustomCostume #AbracadabraMagic #MadeInNYC #CosplayCommission #UniqueStyle
• •AbracadabraNYC: Your reality escape hatch. Costumes. Magic. Mayhem. Fun. Find us in the heart of NYC or online 24/7. What will you become? #AbracadabraNYC #BeAnything