Brand Tone

Authentic, passionate, and subtly rebellious. It speaks the language of the car enthusiast fluently, using technical jargon and inside jokes without being alienating. The communication is direct and confident, yet maintains a humble "from the garage" undertone. On social media, the tone is casual and engaging, using emojis and slang that resonate with the target audience. It indicates a preference for more subtle, design-oriented expressions of automotive passion over loud, brand-heavy graphics.

Brand Values

• •Authenticity and Passion
• •Craftsmanship and Quality
• •Community
• •Subtle Expression
• •Sustainability

Best Practices

• •Speak from a Place of Passion: Always write as an enthusiast first and a business second. Share genuine excitement for projects, events, and the culture itself. This builds authenticity.
• •Use Inclusive "We" and "Us": Frame the brand as part of the community. Use language that unites the brand with its customers, like "for car lovers like us."
• •Embrace Understated Confidence: The brand's products are alternatives to "shouting" logos. The copy should reflect this. Be confident in the quality and design without being arrogant or loud. Let the products and the projects speak for themselves.
• •Keep it Real and Relatable: Acknowledge the shared struggles and joys of being a car enthusiast—the late nights, the busted knuckles, and the "bad decisions" that lead to great results. This makes the brand more human and trustworthy.
• •Maintain Visual and Verbal Cohesion: Ensure the tone of the copy matches the aesthetic of the visuals. The dark, high-contrast, action-oriented photography on Instagram and YouTube should be paired with copy that is equally direct, energetic, and authentic.

Social Perception

The brand is perceived as a genuine and respected entity within its niche of Volvo enthusiasts and the broader grassroots drifting scene. The founder is treated as a knowledgeable peer, and the brand is seen as an authentic voice because it is run by an active participant in the culture. The name "Bad Decision Works" is ironic; the brand is associated with the passionate, often financially questionable, "bad decisions" that car enthusiasts make for their projects, which is a relatable and endearing concept for the target audience.

Copy Examples

• •Some designs don't need to shout. For the hours in the garage and the early morning drives. Our new [T-shirt Name] tee – a subtle nod to the culture we love. Wear it well.
• •They say money can't buy happiness, but it can buy car parts, and that's pretty close. The Tjorven project is getting a heart transplant. What's the best 'bad decision' you've made on your build? 👇 #BadDecisionWorks #Volvo #ProjectCar
• •Your build is a reflection of you. Down to the last detail. From keychains to license plate frames, add a touch of the authentic. Shop accessories that get it.
• •Fuel your next bad decision. For a limited time, get 15% off all apparel. Because we know that project car isn't going to fund itself. Stock up now.
• •Started in a garage in the Netherlands. Perfected in the heart of Sweden's car culture. We're just a couple of gearheads making stuff for other gearheads. No frills, just passion. #BuiltNotBought