Brand Tone

Authentic, Professional, and Supportive

Brand Values

• •Commitment to Quality
• •Community Empowerment
• •Expertise and Education
• •Authenticity and Passion

Best Practices

• •Celebrate the Artist, Not Just the Product: Always position the artist as the hero. Your role is to provide the tools for their vision. Make your social media a gallery for your customers.
• •Speak from a Place of Expertise: Use precise, technical language in product descriptions. Explain the "why" behind a product's features (e.g., "pigment-based for UV resistance," "xylene-free for safer indoor use"). This builds trust and authority.
• •Maintain Visual Consistency: Ensure your product photography and video content are clean, professional, and well-lit. The aesthetic should reflect the high quality of the products you sell.
• •Engage Authentically with Your Community: When responding to comments or messages, be direct, respectful, and helpful. Avoid generic corporate language. Use the tone of a knowledgeable peer, not a faceless company.
• •Stay Rooted in the Culture: Continue to reference local spots (like Ruzafa), collaborate with local artists, and use hashtags relevant to the Valencia graffiti scene. This reinforces your authenticity and your role as a central part of the local community.

Social Perception

The brand is perceived as a legitimate and respected authority within the graffiti community, a reliable go-to source for premium supplies, and a valued community hub that fosters inspiration and connection among artists.

Copy Examples

• •Pure Power. Vicious lines and razor-sharp details from @ArtistName, executed with the precision of Montana Black. This piece on the streets of Ruzafa is a masterclass in control. We're just the suppliers; the artists are the soul. Tag us in your work for a chance to be featured. #decapvalencia #graffitivalencia #montanacolors #streetart
• •Product: Krink K-75 Paint Marker. Built to last. The Krink K-75 uses a durable, broad steel-rollerball tip to deliver vibrant, opaque paint to almost any surface, smooth or rough. Its massive 75ml capacity and alcohol-based formula ensure a permanent, weather-resistant mark with a rich, glossy finish. When your statement needs to be bold and undeniable, this is your tool.
• •Subject: The Full Molotow Liquid Chrome™ Range. Now at Decap. You asked for it, we delivered. The complete Molotow Liquid Chrome™ series has landed. From the 1mm fine-tip to the 4mm marker, achieve that unparalleled, mirror-like finish on your next piece. Perfect for highlights that pop and details that shine. Built for artists who refuse to compromise. Shop the collection now.
• •Title: In The Lab: Testing the Durability of Grog Squeezer Ink. We put the Grog Squeezer 10 FMP to the test. In this video, we're applying it to five different surfaces—from raw concrete to treated metal—to see how it holds up against the elements. Watch for the results on flow, opacity, and endurance. Get the technical breakdown before you hit the streets. All products available at decapvalencia.com.
• •Headline: Your Walls Are Waiting. Sub-headline: Free Shipping on All Orders Over €75. The Best Tools for the Biggest Ideas.