Brand Tone

Edgy and Provocative, Dark and Somber, Bold and Confident, Minimalist and Direct, Authentic/Raw

Brand Values

• •Individuality and Non-conformity
• •Self-expression
• •Authenticity
• •Resilience/Defiance
• •Appreciation for Dark Aesthetics

Best Practices

• •Develop a Core Messaging Guide: Even if brief, outline the key characteristics of your brand's voice (e.g., defiant, minimalist, direct). Refer to this for all content creation.
• •Use a Consistent Vocabulary: Identify keywords, phrases, and a type of slang (or lack thereof) that aligns with the brand's dark and edgy persona. Avoid corporate jargon or overly cheerful language.
• •Prioritize Visual-Text Harmony: Ensure the copy directly complements the raw, graphic nature of the apparel. If the image is stark, the text should be equally impactful and concise.
• •Less is More: Given the minimalist aesthetic, avoid lengthy paragraphs or overly descriptive prose. Let the product and its design do most of the talking. Use short, punchy sentences.
• •Speak to Your Tribe: Write as if you are addressing individuals who already understand and appreciate the alternative, non-conformist ethos. The copy should resonate with their desire for authenticity and self-expression through darker themes.

Social Perception

Niche Appeal, Statement-Making, Mysterious/Underground, Quality Focus (Assumed)

Copy Examples

• •Forge your own path. Wear it loud. Autopsy USA – Unapologetic Streetwear.
• •Embrace the inevitable. Our new 'End Game' tee is here. Silence the noise.
• •New Arrivals: For Those Who Walk in Shadows.
• •Beyond the Mainstream. Beyond Conformity. This is Autopsy.
• •Some stories are written in scars. The 'Tragedy' Heavyweight Hoodie. Built to endure.