Brand Tone

rebellious, authentic, and community-centric. It is unapologetically casual and rooted in the language of skate and BMX culture. The voice is direct, unfiltered, and often humorous. It avoids corporate jargon, opting for a peer-to-peer communication style that is relatable to its target audience.

Brand Values

• •Authenticity
• •Community
• •Independence (DIY Spirit)
• •Subcultural Allegiance

Best Practices

• •Speak the Language: Use slang and terminology authentic to the skate/BMX world (e.g., "session," "stoked," "dope," "dialed"). Avoid explaining the jokes; the target audience will understand.
• •Keep it Raw and Real: Prioritize user-generated content, behind-the-scenes footage, and unpolished photos. The copy should match this aesthetic—be direct, concise, and avoid overly professional or "salesy" language.
• •Engage Like a Peer, Not a Corporation: When responding to comments and messages, maintain a friendly, casual tone. Use humor, emojis, and a conversational style to build community rapport.
• •Show, Don't Just Tell: Let visuals (videos and photos) do most of the talking. Copy should be supplementary—short, punchy captions that add context or personality rather than long, descriptive paragraphs.
• •Stay True to the Subculture: All content should celebrate the values of skateboarding and BMX: resilience, creativity, independence, and community. Reference iconic spots, legendary skaters/riders, and classic videos to show genuine cultural fluency.

Social Perception

Dead Bread is perceived as an authentic, core-skate/BMX brand and retailer. It is seen less as a large corporation and more as a brand "by the people, for the people" within its niche. The public perception is that of a credible and integral part of the local Michigan skate scene, which lends it legitimacy with a wider audience online. The collaborations they undertake reinforce their status as an insider brand that is respected by other names in the subculture.

Copy Examples

• •Built for bad decisions and long sessions. Our new shop tee is on the rack now. Grab it before it’s gone.
• •The street in front of the shop was closed, so we had to do it. The pavement is temporary, style is forever. 🛹
• •GEAR UP. GRIND ON. Free shipping on all hardware orders over $75. Don’t let your setup hold you back.
• •Saturday is for the session. Come hang at the shop, watch some old skate vids, and see what’s new. No posers.
• •You could be checking your email, or you could be skating. Here’s 15% off your next deck to help you make the right choice. Use code: GOOUTSIDE.