Brand Tone

Playful & Witty, Cool & Confident, Relatable & Approachable, Slightly Irreverent/Edgy, Expressive & Individualistic

Brand Values

• •Individuality & Self-Expression
• •Creativity & Uniqueness
• •Quality & Craftsmanship (within its niche)
• •Authenticity
• •Sustainability (implied)
• •Fun & Not Taking Things Too Seriously

Best Practices

• •Embrace the Edge: Don't be afraid to be a little cheeky, witty, or unconventional in your language. The name "Dirty Bleach" sets this expectation.
• •Keep it Real: Use a conversational, authentic voice. Avoid overly corporate or formal language. Speak like you're talking to a cool friend.
• •Visuals and Voice Alignment: Ensure the visual aesthetic on social media and the website matches the playful, edgy, and confident tone of the copy.
• •Focus on Individuality: Frame products not just as apparel, but as tools for self-expression and showcasing uniqueness.
• •Engage Playfully: When responding to comments or DMs, maintain the brand's witty and approachable personality. Use emojis and slang where appropriate for the audience and platform.

Social Perception

As a Go-To for Unique Pieces, Edgy and Stylish, Independent and Creative, Relatable for a Youthful Audience

Copy Examples

• •Your head called. It's bored. Fix that with our new drop of dad hats. Warning: may cause personality.
• •Each piece has a past, we just give it a cooler future. Shop Dirty Bleach Studio for one-of-a-kind finds that hit different.
• •Say it with your chest. Our new 'Emotional Support Human' tee is basically a walking disclaimer. You're welcome.
• •Vibe check: Passed. ✔️ Gear up in Dirty Bleach Studio and own your story. #DirtyBleach #StreetStyle #UniqueFinds
• •Don't just wear clothes. Wear a statement. (P.S. They're on sale.)