Brand Tone

Provocative & Witty, Minimalist & Bold, Intellectual & Self-Aware, Mysterious & Understated

Brand Values

• •Public Engagement
• •Disruption of the Mundane
• •Artistic Freedom
• •Wit and Wordplay

Best Practices

• •Maintain the Mystery: Never over-explain. Use concise, witty, and slightly ambiguous language. Let the audience connect the dots.
• •Use Humor and Wordplay: The core of the brand is its cleverness. Copy should be smart and playful, reflecting the text-based art.
• •Blur the Lines Between Art and Commerce: Frame products not as mere merchandise, but as extensions of the art project. Talk about them as "wearable art" or "portable disruptions."
• •Speak to the Outsider: Consistently use language that positions the brand and its audience as being "outside the art-bubble," making them feel part of an exclusive, in-the-know community.
• •Keep it Minimalist: Mirror the visual aesthetic in the copy. Short sentences, bold statements, and a confident lack of fluff will reinforce the brand's identity.

Social Perception

The public perceives ANGST YOK as an authentic and intriguing part of the Berlin street art scene. They are seen as clever and thought-provoking rather than purely commercial. The shop is understood not as a primary retail business, but as a supporting element of their artistic practice.

Copy Examples

• •We interrupt your regularly scheduled scrolling for a thought. Find it on a wall near you. #angstyok #streetart #wordplay
• •This isn't just a t-shirt. It's a piece of a public conversation. Wear it and become a disruptive element in someone's everyday life. Made for those outside the art-bubble.
• •Own the Art You See on the Street. ANGST YOK - Wearable Wordplay.
• •A New Disruption is Coming.
• •Every purchase here is a vote for public pausing. You're not just buying a product; you're supporting the next piece of art that makes someone stop and think on their way to work.