Brand Tone

Edgy, rebellious, youthful, trendy, direct, and casual.

Brand Values

• •Individuality and Self-Expression
• •Confidence
• •Trend-Consciousness
• •Audacity

Best Practices

• •Create a "Brand Voice Bible": Document key phrases, approved slang (e.g., "baddie," "go off," "main character energy"), and words to avoid (e.g., "formal," "elegant," "simple"). This ensures anyone writing for the brand uses a consistent voice.
• •Speak Your Audience's Language: Continue to immerse the brand in the culture of its target aesthetics (Y2K, baddie). Use relevant terminology and references that feel authentic, not forced.
• •Lead with Attitude, Follow with Details: Start captions and product descriptions with a bold, attention-grabbing statement that reflects the brand's rebellious value. Follow up with the necessary product details (material, fit, etc.) in a more direct, but still casual, tone.
• •Embrace User-Generated Content (UGC): Encourage customers to tag the brand in their outfits. Reposting their content with captions like "Now THAT'S how you rock Deluxxie" reinforces brand values, builds community, and provides social proof.
• •Be Consistent Across All Channels: The edgy, confident tone used on Instagram and TikTok should be the same on the website product pages, in email newsletters, and even in customer service responses. A unified voice builds a stronger, more recognizable brand identity.

Social Perception

Deluxxie is perceived as a niche style destination for those seeking 'Y2K Baddie' or alternative aesthetics. It also has a creator-driven image, closely tied to a specific personality. Currently, a significant perception is that the brand is inaccessible due to its unavailable website.

Copy Examples

• •They told you to blend in. We say, 'Or what?' Our new 'Static' tee is for the main characters only. Look boring? Never heard of it.
• •Your gloss is poppin', your playlist is fire, and your bag is this. The 'Dial-Up' purse is here to make your Y2K fantasy a reality. It’s not a throwback; it's a takeover.
• •Being a baddie on a budget isn’t a crime. The entire site is on sale. This is your sign to stop playing nice with your cart. Go off.
• •You asked. We listened. The 'Vicious' vinyl pants are back from the dead. Limited stock for our limited-edition rule-breakers. Don't get left behind (again).
• •Next drop: Cyber Goth or Glitter Grunge? You’re the boss. Choose the vibe that’s gonna make ‘em stare. VOTE NOW.