Brand Tone

Aspirational, urban, authentic, confident, and unapologetic, rooted in street culture while celebrating success and faith. It features explicit and direct language reflecting the urban genre, with a visual identity that is trendy, youthful, and aligned with streetwear aesthetics.

Brand Values

• •Hustle and Ambition
• •Authenticity
• •Faith and Gratitude
• •Community
• •Style as Self-Expression

Best Practices

• •Create a "Brand Voice" Glossary: Develop a list of key terms and slang authentic to Blessd and Medellín's urban culture (e.g., "joseo," "nea," "parce," "Medallo," "El Bendito"). Ensure this vocabulary is used consistently across all platforms to reinforce authenticity.
• •Maintain the Duality of "Street" and "Aspiration": Every piece of copy should balance the grittiness of the streets with the aspirational message of being "blessed." Juxtapose themes of struggle with success, and authenticity with ambition.
• •Prioritize Visual Storytelling: The copy should always complement the visuals. Use short, impactful text on image-heavy platforms like Instagram and TikTok. The words are there to amplify the story told by the photo or video, not to replace it.
• •Engage Directly with the "Familia": Address the audience as a community or family ("familia," "los benditos"). Use inclusive, direct language ("Tú eres parte de esto," "Gracias por creer") to foster a strong artist-fan relationship and a sense of belonging.
• •Implement a Review Protocol for Tone: Before publishing, have a quick check to ensure the copy aligns with the core brand values: Is it confident? Is it authentic? Does it reflect the "hustle and faith" narrative? This helps prevent tone dilution and ensures consistency, especially when managing multiple social channels.

Social Perception

Primarily perceived by young fans of Blessd's music and Latin urban culture as cool, authentic, and aspirational, with merchandise symbolizing support and aligning with his 'blessed' lifestyle. Negative perception arises from controversies like explicit lyrics clashing with mainstream values, leading to lost sponsorships, and warnings about unofficial merchandise sites.

Copy Examples

• •Hecho en Medallo, para el mundo. Esto no es ropa, es la armadura para tu joseo. Ponte el nuevo hoodie y que todos sepan que eres BENDITO. Link en bio.
• •El Flow No Se Compra, Pero Se Viste. Calidad que se siente, estilo que se ve. Aprovecha los descuentos y lleva tu pieza de la leyenda. #SiempreBlessd
• •De las calles a la cima. Así se ve un BENDITO. ¿Ya tienes el tuyo? Muéstrame tu flow. #ElBendito #BlessdMerch
• •La familia crece. Te damos acceso primero a la nueva colección, diseñada para los que no se rinden. Cada pieza cuenta nuestra historia. Gracias por ser parte del movimiento. Eres un BENDITO.
• •Pisando fuerte y con fe. La unión de dos mundos: la música y la calle. Creamos más que un par de zapatillas, creamos un símbolo. Edición limitada. No te quedes por fuera. #BlessdxAdidas