Brand Tone

aspirational, vibrant, playful, and exclusive

Brand Values

• •Individuality and Self-Expression
• •Redefined Wealth
• •Cultural Fusion
• •Exclusivity and Desire
• •Community and Empowerment

Best Practices

• •Embrace Playful Exclusivity: Use language that is energetic, confident, and hints at the limited nature of products without being alienating. Incorporate youth-centric and culturally relevant slang where appropriate, but ensure it aligns with the brand's premium positioning.
• •Champion Individuality: Craft messages that empower consumers to express their unique selves. Focus on how the clothing helps them stand out and tell their own story.
• •Weave in the \"Wealth Redefined\" Philosophy: Subtly integrate the brand's mantra (\"Wealth is of the heart and mind, not the pocket\") into storytelling and product descriptions to add depth and resonate with value-driven consumers.
• •Stay Vibrant and Visual: Use descriptive and evocative language that mirrors the brand's bold colors and graphic-heavy designs. Let the energy of the visuals translate into the words.
• •Maintain a Global Streetwear Edge: Acknowledge the brand's roots in Japanese and American streetwear, skate, and music culture. Use references and a tone that resonates with a global audience savvy in these cultural domains.

Social Perception

culturally significant and influential streetwear brand

Copy Examples

• •More than a label. It's a mindset. ICECREAM: Wealth is of the heart and mind.
• •Fresh drops just landed. Cop the drip before it melts. #BBCICECREAM #StreetwearLuxury
• •Skate-inspired. Street-defined. ICECREAM: Wear your story.
• •Bold graphics. Loud style. Unapologetically you. Discover the new ICECREAM collection.
• •From Tokyo to NYC, the flavor is global. ICECREAM: Taste the culture.