Brand Tone

Edgy, Provocative, and Minimalist

Brand Values

• •Individuality and Non-conformity
• •Self-Expression
• •Appreciation for Dark Aesthetics
• •Resilience and Defiance

Best Practices

• •Prioritize Brevity and Impact
• •Use a Consistent, Dark Vocabulary
• •Speak to the 'Tribe'
• •Ensure Visual-Text Harmony
• •Develop a Core Messaging Guide

Social Perception

Niche, underground streetwear label; targeted appeal; exclusive; aesthetic over personality; associated with music and subcultures.

Copy Examples

• •Conformity is a coffin. Wear something else. The new tees are here.
• •Armor for the urban jungle. Each piece a statement. Unapologetic.
• •Exist on your own terms. The Leather Puffer. Built to last.
• •Beyond the noise. Beyond the trends. This is Autopsy.
• •The 'Anarchy' collection has arrived. For the few.