Brand Tone

bold, rebellious, and expressive

Brand Values

• •Individuality and Self-Expression
• •Boldness and Confidence
• •Fashion-Forward Thinking
• •Quality and Durability

Best Practices

• •Develop a "Brand Voice" Style Guide: Create an internal document that explicitly defines the brand's tone. Include a list of "on-brand" words (e.g., unapologetic, defiant, bold, futuristic, chaos) and "off-brand" words (e.g., nice, pretty, cute, simple). This ensures anyone writing for the brand uses a consistent lexicon.
• •Write for Your Tribe, Not for Everyone: Your target audience appreciates a specific, edgy language. Don't dilute the message to appeal to a broader market. Use slang, references, and a tone that resonates directly with the alternative fashion subculture.
• •Maintain Consistency Across All Channels: The rebellious voice used on Instagram must match the product descriptions on the website, the copy in emails, and any customer service interactions. An inconsistent tone can erode brand identity and trust.
• •Let the Visuals and Copy Work Together: Your product photography is bold and striking. The copy should amplify this. Use short, punchy sentences that hit with the same impact as the visual of someone wearing spiked sunglasses. The text should feel like an extension of the product's aesthetic.
• •Address Negative Feedback with a Confident Tone: Given the social perception concerns, it's crucial to handle complaints without losing the brand's confident edge. Instead of generic corporate apologies, use a firm but fair tone that reinforces the brand's value proposition while addressing legitimate issues. For example, if a customer complains about price, the response could highlight the unique design and statement-making power of the product, reinforcing its value beyond just the materials.

Social Perception

The brand primarily operates on Instagram, targeting the visually-driven fashion market in India. However, online discussions on platforms like Reddit suggest some customer skepticism regarding collaboration offers and product pricing, with some users perceiving products as "ridiculously overpriced" for their perceived low-cost materials.

Copy Examples

• •Don't just enter the room. Own it. Standard is boring. Our DoomShades aren't for blending in—they're for the unapologetic, the bold, the ones who write their own rules. Your new armor is here. #AEIIOU #UnleashYourIndividuality
• •The Future is Not for the Faint of Heart. Welcome to the Next Gen. Engineered for the edge of tomorrow. This isn't just eyewear; it's a new vision.
• •You thought we were done? You've already tasted the rebellion. Now, witness the evolution. Our new 'Cyber Punk'd' arrivals just dropped, fusing chaos and chrome. Don't get left in the past.
• •AEIIOU HellCat Gothic Sunglasses. Carved for the midnight hour. The HellCat sunglasses feature a razor-sharp silhouette that channels pure gothic energy. Sleek, dark, and designed with uncompromising attitude. Because your vibe is a statement, not a suggestion.
• •Luxury with a Vengeance. You looked. Now leap. The Smoke Dragon Rimless isn't just an accessory; it's a centerpiece. Quality that feels as defiant as it looks. Your throne awaits.