Brand Tone

Confident, Edgy, and Aspirational

Brand Values

• •Authenticity
• •Quality over Quantity
• •Exclusivity & Hype
• •Cultural Connection
• •Accessible Style

Best Practices

• •Embrace Subculture Language: Continue using authentic streetwear and hip-hop terminology (e.g., "drop," "cop," "fit," "essentials"). This reinforces brand credibility and strengthens the connection with the core audience.
• •Prioritize "Show, Don't Just Tell": Instead of simply stating "high quality," provide specific details that prove it. Use descriptive terms like "heavyweight 240 GSM cotton," "reinforced seams," "custom hardware," and "precision screen printing" to give substance to quality claims.
• •Balance Hype and Community: While creating urgency with "limited drops" is effective, ensure the tone remains inclusive. Frame the community as "insiders" who get early access, rather than making the brand feel arrogant or unapproachable.
• •Maintain a Consistent Voice in Engagement: When responding to comments and DMs, mirror the brand’s edgy, cool, and direct tone. Avoid generic, robotic responses and engage in a conversational manner that feels genuine and personal.
• •Align Visuals with Copy: Ensure the tone of the copy matches the mood of the visuals. A gritty, urban photoshoot should be paired with confident and edgy text, while a clean product shot can be accompanied by copy that focuses on quality and specific details. This synergy creates a stronger, more cohesive brand identity.

Social Perception

Asterisk is generally perceived positively within its niche. It is seen as a key player in the Indian streetwear scene, delivering on-trend and unique designs. Customer engagement on social media is strong, with frequent inquiries about product availability and positive feedback on design and quality. The high demand for restocks indicates a loyal customer base and a perception of the brand as highly desirable. It is viewed as an authentic label that successfully translates global streetwear aesthetics for the Indian market.

Copy Examples

• •Unapologetic. Unmistakable. The new Asterisk collection is here. We don’t follow trends; we define them. Engineered with premium fabrics and cut for the modern silhouette, every piece is a statement. This is your uniform for the concrete jungle. Shop the drop before it’s history.
• •Wear the Vibe. Our new graphic tee, cut from 240 GSM heavyweight cotton. Built to last and designed to stand out. Limited stock. Tap the link in bio to cop yours.
• •Stop Settling for Fast Fashion. At Asterisk, we’re obsessed with quality. From heavyweight fleece in our hoodies to the detailed stitching on our pants, we create pieces you’ll wear for years, not weeks. Experience the difference of true Indian streetwear.
• •Built from Culture. Asterisk started in 2021, not in a boardroom, but from a shared love for the raw energy of hip-hop and street culture. We’re a proud Indian brand dedicated to creating authentic, high-quality apparel that speaks to the individual. This isn’t just clothing—it’s a part of the movement.
• •You asked. We delivered. It's back. The wait is over. The fan-favorite [Product Name] is back in stock, but not for long. This is your final chance to secure the piece that sold out in record time. Don't miss out again.