Brand Tone

dark, alternative, empowering, personal, authentic, relatable, witty, sometimes sarcastic humor

Brand Values

• •Individuality and Self-Expression
• •Authenticity
• •Community
• •Accessibility
• •Passion

Best Practices

• •Always Blend Dark with Empowering
• •Speak the Niche Language
• •Maintain the Personal Voice
• •Showcase, Don't Just Sell
• •Inject Appropriate Humor

Social Perception

Positively perceived, offering high-quality, unique products for alternative styles. Valued for the personal touch, authentic connection to subcultures, and trusted by 'dark souls'.

Copy Examples

• •Normal is boring. Ordinary is invisible. Unleash your inner darkness with our new Lovecraft-inspired tee. It’s time to leap out of the darkness. #CreepyFrog
• •Your vibe attracts your tribe. Ours is filled with dark souls, metalheads, and horror lovers. Find the piece that speaks to you. Link in bio. #BeU
• •They say 'fit in.' We say 'stand out.' For a limited time, get 15% off all tote bags and carry your darkness with you. Because you are unique.
• •Dressed in black, powered by coffee. Our new 'Goth & Decadent Vibe' mugs are here to fuel your beautifully dark days. Shop now and embrace your aesthetic.
• •Leap out of darkness. #AlternativeFashion #CreepyFrog