Brand Tone

Edgy & Street-Smart, Minimalist & Modern, Digitally-Inspired & Tech-Adjacent, Direct & Unapologetic

Brand Values

• •Uniqueness & Individuality
• •Digital Culture Commentary
• •Streetwear Authenticity
• •Exclusivity & Hype

Best Practices

• •Embrace Digital Vernacular (Authentically): Use internet slang, tech terms, and digital culture references sparingly and appropriately, ensuring it feels current and not forced. Think "glitch," "offline," "loading," "cached."
• •Be Direct and Concise: Keep sentences short and to the point. Avoid excessive fluff or overly descriptive language. The tone is confident and doesn't need to over-explain.
• •Maintain a Slight Edge/Attitude: The language should feel cool, slightly detached, and self-assured. An undercurrent of rebellion against the mainstream can be effective.
• •Incorporate Scarcity and Urgency (Subtly): Use phrases that imply limited availability or the fast-paced nature of online culture ("Limited pieces," "Gone fast") without resorting to overly aggressive sales tactics.
• •Visual-Textual Harmony: Ensure the copy's tone matches the minimalist, often stark, visual aesthetic of the brand. The words should feel like an extension of the graphic designs on the apparel.

Social Perception

Creative and stylish streetwear brand offering unique, digitally-themed apparel and repurposed items. Generally receives favorable comments regarding customer service and delivery timeliness. Considered a legitimate online store. Enjoys popularity on TikTok, with a user base that appreciates its distinct aesthetic.

Copy Examples

• •Headline: REALITY IS OVERRATED. LOG IN TO ARTIFICIAL FEVER. Body: New drop live. Limited pieces. Don't refresh, just cop.
• •Product Description (for "Artificial Intelligence" Hoodie): ENCODED COMFORT. THE AI HOODIE. HEAVYWEIGHT FLEECE. OVERSIZED FIT. MACHINE WASH COLD. ALL SALES FINAL.
• •Instagram Caption: CURATED FOR THE CACHE. THE GENESIS COLLECTION—REPURPOSED. RECODED. GONE BEFORE YOU CAN RIGHT-CLICK.
• •Email Subject: YOUR WEEKLY DOSE OF DIGITAL DISTORTION. Body: Freshly compiled. The latest from Artificial Fever. Shop now or regret later. This is not a drill.
• •Website Banner: ARTIFICIALFEVER.COM — APPAREL FOR A POST-INTERNET WORLD. NO CAPTCHAS. NO REFUNDS.