Brand Tone

Confidently Macabre & Playfully Sarcastic

Brand Values

• •Authenticity & Self-Expression
• •Independent Artistry
• •Quality Craftsmanship
• •Community Celebration
• •A-Politicism with a Hint of Rebellion

Best Practices

• •Embrace the Dark Vernacular: Consistently use words like "spooky," "macabre," "creepy," "occult," "haunt," and "summon." This reinforces the thematic identity of the brand in every piece of communication.
• •Lead with Witty Sarcasm, Follow with Genuine Passion: Start with a joke or a sarcastic observation that the target audience will find relatable. Follow it up with a genuine statement about the product's quality, the passion behind the design, or appreciation for the community. This creates a balanced and authentic voice.
• •Tell the Story Behind the Design: For key products, briefly explain the inspiration. Was it a horror movie, a historical artifact, a personal joke? This highlights the "artist-owned" value and makes the product more than just an item; it's a piece of art with a story.
• •Turn Negatives into Positives (with Humor): Use self-deprecating and dark humor to talk about common life annoyances. A pin about hating mornings or being socially awkward becomes a badge of honor. This turns a complaint into a relatable and sellable concept.
• •Always Center the Community: Regularly feature User-Generated Content (UGC). When writing captions for these posts, celebrate the customer's style and thank them. Frame the brand not as a seller, but as a clubhouse for like-minded individuals. Use inclusive terms like "spooky crew," "our ghouls," or "fellow creatures of the night."

Social Perception

Highly positive. Viewed as a trusted and legitimate niche retailer that is authentically "Goth", creative, high-quality, engaged, and personable.

Copy Examples

• •Summon something new for your jacket. Our 'Occultist's Handbook' pin is now live. Perfect for late-night rituals or just looking sharp while grabbing coffee. As always, designed with love and a little bit of witchcraft. Tap to shop before it vanishes into the ether.
• •Wear Your Weirdness. Unapologetically dark apparel and accessories for the tastefully macabre. Free shipping on orders over $75.
• •The official uniform for when you're feeling dead on the inside but still have to go outside. This ridiculously soft, 100% cotton tee is your new best friend for haunted house tours, grocery runs, and avoiding people. It your problems, but at least you'll look good having them.
• •Our prices are dropping. Like your soul into the abyss.
• •Your jacket is looking a little... boring. Let's fix that. Don't let your battle vest be basic. Link in bio to shop our latest darkness. #gothfashion #pingame #alternative #blackspotboutique