Brand Tone

Edgy & Provocative, Confident & Bold, Exclusive & Aspirational, Culturally Aware & Playful, Artistic & Visionary

Brand Values

• •Originality & Self-Expression
• •Exclusivity
• •Pop Culture Commentary (Implicitly/Historically)
• •Quality & Design Craftsmanship
• •Boldness & Fearlessness

Best Practices

• •Embrace Bold Language: Use strong verbs and confident statements. Avoid hesitant or overly soft language.
• •Highlight Exclusivity: Emphasize limited runs, unique designs, or special access where applicable to create a sense of desire.
• •Speak to the Individualist: Frame copy around self-expression, uniqueness, and making a statement, rather than just fitting in.
• •Maintain an Artistic & Elevated Voice: Even when playful, the underlying tone should reflect a high-fashion, design-led perspective. Avoid overly casual slang unless it's a deliberate, on-brand stylistic choice (as was the case with the parody branding).
• •Let Visuals and Copy Work Together: Ensure the copy complements the often avant-garde and striking imagery, reinforcing the overall edgy and artistic message of the brand. The copy should enhance, not detract from, the visual impact.

Social Perception

Trendsetter, Celebrity Favorite, Statement-Making, Niche & Cult Following, Innovative & Playful

Copy Examples

• •Headline (Website Banner for New Collection): Define Reality. The Replicants SS24. Shop Now.
• •Product Description (for a statement jacket): Not for the faint of heart. This piece isn't just worn, it's declared. Limited availability.
• •Instagram Caption (Showcasing a celebrity wearing the brand): Icons recognize icons. [Celebrity Name] in Brian Lichtenberg. Dare to be seen.
• •Email Subject Line (for a new drop/archive access): Access Granted: The Archive Unlocks.
• •Social Media Ad Copy (targeting fashion-forward audience): Tired of trends? Start them. Brian Lichtenberg: Beyond Fashion.