Brand Tone

Informal, edgy, and embedded in internet subculture; playful and self-aware, using slang and terminology common among younger, online audiences; casual and direct, avoiding corporate jargon in favor of a more personal and approachable style.

Brand Values

• •Self-Expression and Individuality
• •Connection to Online Communities
• •Modernity and Trend-Awareness
• •Accessibility

Best Practices

• •Stay True to Your Niche: Continue to use language and references that resonate with your target audience of young, internet-savvy consumers. Authenticity is key.
• •Embrace Visual Storytelling: On platforms like Instagram and TikTok, let the visuals do most of the talking. Use high-quality images and engaging videos that reflect the brand's edgy and playful aesthetic.
• •Engage with Your Community: Actively respond to comments and messages using the brand's established informal and friendly tone. This builds a loyal following and reinforces the brand's personality.
• •Maintain Consistency Across All Channels: Ensure that the tone of voice is the same on the website, in emails, and across all social media platforms. This creates a cohesive and recognizable brand identity.
• •Monitor Trends but Don't Overdo It: While it's important to stay current, avoid jumping on every single trend. Only incorporate trends that genuinely align with the brand's core identity to avoid appearing inauthentic.

Social Perception

The primary challenge is the overwhelming association of its name with the popular video game Counter-Strike, leading to brand confusion. For those who find the intended brand, perception is polarized: target demographic views it as trendy, relatable, and authentic, while others outside this niche may perceive it as provocative or unprofessional. Scarcity of specific customer reviews makes widespread public opinion difficult to gauge.

Copy Examples

• •Your new favorite beanie has entered the chat. Perfect for bad hair days, good vibes, and letting everyone know you're chronically online. Tap to shop the look.
• •Tired of boring clothes? We get it. Our latest collection is for the ones who stand out. Express yourself with apparel that's as unique as you are. Shop CS Play now and find your new uniform.
• •Oops, we did it again... Dropped a new collection that's fire.
• •POV: you finally found a brand that gets your aesthetic. From cozy sweatshirts to statement accessories, we've got you covered. Link in bio to level up your wardrobe.
• •CS Play is for the internet generation. We create clothes and accessories that celebrate online culture, inside jokes, and the freedom to be yourself. We're more than just a brand; we're a community. Welcome.