Brand Tone

Rebellious, authentic, direct, community-oriented, informal, energetic, anti-establishment, fostering camaraderie.

Brand Values

• •Authenticity
• •Independence
• •Community
• •Resistance

Best Practices

• •Speak from the "We," Not the "It": Write as the band or the collective of artists, not as a faceless corporation. Use "we" and "our" to create a direct connection with the audience.
• •Prioritize Authenticity Over Polish: Don't be afraid of raw, direct language. The copy should sound like it was written by a person in the scene, not a marketing team. Avoid overly polished corporate jargon.
• •Connect Products to Purpose: Always tie the merchandise back to the music, the message, or the artist's story. Explain the meaning behind a design or the history of a song it represents. This adds value beyond the physical product.
• •Engage, Don't Just Broadcast: Use captions to ask questions, solicit opinions, and encourage user-generated content (e.g., "Show us how you wear your merch"). This reinforces the community value.
• •Keep the Visuals Consistent: Ensure that product photography and promotional graphics align with the punk/DIY aesthetic. Gritty, high-contrast, and authentic imagery will reinforce the tone of the copy.

Social Perception

Perceived as pioneers and authentic, culturally significant figures in the Venezuelan punk scene; the shop is seen as the legitimate source for merchandise and a supporter of Latin alternative music, fostering a loyal and engaged fan base who view the brand as integral to their cultural identity.

Copy Examples

• •Ruido en las venas, historia en la tela. La nueva playera de Deskarriados ya está en la calle. Más que merch, es resistencia. Pocas piezas disponibles. Pídela en deska.site antes de que se agote el caos. #Deskarriados #PunkRock #Merch #DIY #DeskaSite
• •From punk legends to the new sound of the underground. Deska is more than a store; it’s the official home for the merch of the bands you believe in. Support independent Latin American artists. Real music, real merch. Shop the collection now.
• •Subject: Fuel for the Resistance. 15% Off This Weekend. Body: We don't do things by the book. For the next 48 hours, get 15% off everything in the store. Gear up with official merch from Deskarriados, Onice, and more. Use code RUIDO15 at checkout. Stand loud, stand proud.
• •On-screen text: "Your uniform has arrived." "Official Merch." "Support the scene." Caption: Unbox the rebellion. 🔥 Official merch from the Latin American underground. Link in bio to get yours. #Punk #Ska #Reggae #LatinRock #BandMerch #Deskarriados
• •Product Name: "Estado Militar" Hoodie Description: Born from protest, built for the streets. This isn't just a hoodie; it's a statement. Featuring the iconic 'Estado Militar' design, a song that defined an era of Venezuelan punk. Made with heavyweight cotton to withstand the mosh pit and the system. Wear it loud.