Brand Tone

rebellious, provocative, playful, empowering, unapologetically confident, trendy, direct, informal

Brand Values

• •Empowerment
• •Self-Expression
• •Rebellion
• •Community
• •Trend-Consciousness

Best Practices

• •Maintain the "In-Group" Language: Consistently use slang, emojis, and informal pronouns ("you," "your," "babe") that resonate with the target Gen Z audience. This builds a strong sense of community and brand loyalty.
• •Embody Confidence in Every Word: The copy should always be bold, direct, and unapologetic. Avoid hesitant or overly descriptive language. The brand is a leader, not a follower.
• •Keep it Short and Punchy: Especially on social media, use concise and impactful copy. Headlines should grab attention immediately, and calls-to-action should be clear and direct.
• •Align Visuals and Text: Ensure the rebellious and confident tone of the copy is perfectly mirrored in the brand's photography and videography. The model's pose, the styling, and the setting should all tell the same story.
• •Turn Negatives into Positives: When addressing customer service issues or potential complaints, maintain the brand's confident tone. Instead of a generic "We apologize for the inconvenience," opt for a more on-brand "We got you. Our team is on it to make it right." This reinforces the brand's empowered and in-control persona.

Social Perception

The brand is perceived as a go-to destination for young women seeking trendy, alternative, and statement-making fashion. It is seen as an authentic reflection of the "e-girl" or "baddie" subculture, effectively solidifying its connection with its intended customer base despite its provocative nature.

Copy Examples

• •Instagram Post Caption (New Product): Not your angel 👼 Our new ‘Fallen’ collection just dropped. You make the rules. Shop the link in bio before it sells out, baddie. #badgirlscrib #y2kfashion #newdrop
• •Website Homepage Banner: Main Character Energy. Your clothes should be as bold as you are. Shop the fits everyone’s talking about. Button: UNLEASH YOUR STYLE
• •Promotional Email Subject Line: U up? 🤫 25% off everything ends at midnight. Preview Text: Don’t sleep on this, babe. Your new favorite outfit is waiting.
• •TikTok Video Concept: Visual: Fast cuts of a customer unboxing their Bad Girls Crib order and trying on different outfits, set to a trending, high-energy song. On-screen Text: "POV: your BGC package finally arrives & you remember who you are." Caption: Tag us in your #BGCfits to be featured! 🖤 #badgirlscrib #haulinspiration #baddiecore
• •Product Description (for a graphic tee with a provocative slogan): Name: The "No Apologies" Tee. Description: Let the tee do the talking. Made from 100% soft-touch cotton for a look that’s as comfy as it is confident. Because you said what you said. Pair with our mini skirts and your favorite boots to stop traffic.