Brand Tone

edgy, confident, and street-smart

Brand Values

• •Individuality/Self-Expression
• •Quality
• •Street Culture Authenticity
• •Confidence

Best Practices

• •Develop a Brand Voice Guide: Clearly define the brand's personality, tone (edgy, confident, street-smart), vocabulary (e.g., using slang or specific cultural references appropriately), and a "do's and don'ts" list for communication.
• •Know Your Audience: Understand the language, aspirations, and cultural touchpoints of your target streetwear demographic. The copy should resonate authentically with them.
• •Consistency Across All Channels: Ensure the tone is consistent whether it's on the website, social media captions, email marketing, product descriptions, or customer service interactions.
• •Use Storytelling: Weave narratives around the brand and products that reinforce the edgy and confident identity. Showcase how the clothing empowers self-expression.
• •Stay True to Core Values: All copy should implicitly or explicitly reflect the brand's values of individuality, quality, and street culture authenticity. Ensure the copy doesn't stray into being offensive or alienating, maintaining the "confident" rather than "arrogant" side of edgy.

Social Perception

cool, trendy, and expressive

Copy Examples

• •Headline for new collection: "Not for the Faint of Heart. The New Drop is Here."
• •Instagram caption for a hoodie: "Own the Streets. Our [Hoodie Name] – Comfort that Rebels."
• •Product description snippet: "Engineered in Portugal, designed for the bold. This isn't just a t-shirt, it's a statement. Wear it loud."
• •Email subject line: "They'll stare. Make it worth their while. | Bad Company"
• •About Us blurb: "We're Bad Company. We make clothes for those who write their own rules and walk their own path. Quality streetwear, no apologies."