Brand Tone

Bold and Edgy, Youthful and Playful, Confident and Unapologetic, Exclusive and Premium, Creative and Artsy

Brand Values

• •Nostalgia
• •Exclusivity
• •Community
• •Creativity
• •Quality
• •Authenticity
• •Self-Expression & Individuality
• •Fun & Enjoyment

Best Practices

• •Embrace the Edge: Use confident, slightly provocative, and energetic language. Don't shy away from playful slang or terms that resonate with a youthful, street-savvy audience, but keep it aligned with a "premium" feel.
• •Channel Nostalgic Vibes with a Modern Twist: Reference the freedom and fun of youth, but frame it within a contemporary, fashion-forward context. Think "old school cool meets new school rules."
• •Highlight Exclusivity and Uniqueness: Emphasize limited editions, unique designs, and the idea that wearing Dirty Lolli sets one apart. Use phrases like "limited drop," "exclusive," "one-of-a-kind."
• •Speak to Individuality and Self-Expression: Craft messages that empower customers to be themselves, to be bold, and to use fashion as a tool for expressing their identity.
• •Maintain Visual and Verbal Cohesion: Ensure the copy's tone perfectly complements the brand's "artsy," "bright," and "crazy" design aesthetic seen on Instagram and the website. The words should feel as vibrant and distinctive as the clothes look.

Social Perception

Trendy and Cool, Unique and Original, Youth-Oriented, Aspirational/Exclusive, Locally Rooted (South African)

Copy Examples

• •Headline: Don't Just Follow. Disrupt. Body: Clean is boring. Our latest drop is for the ones who write their own rules. Limited stock. Maximum impact. #DirtyLolli #BeUnapologetic
• •Headline: Taste the Rebellion. Body: Sweet nostalgia meets street-sharp design. Dirty Lolli isn't just clothing, it's a statement. Wear it loud. #DirtyLolliStreetwear #MadeForOriginals
• •Headline: Fresh Out The Box. Forever Bold. Body: Remember when life was all about play? We bottled that. Then splashed it on premium threads. Get your dose of Dirty Lolli. #DirtyLolliVibes #YouthCulture
• •Headline: Not For The Faint of Art. Body: Our threads are canvases. Your style is the masterpiece. Exclusive designs for the boldly individual. Cop the new collection before it's history. #DirtyLolliExclusive #WearYourArtOut
• •Headline: Pretoria's Pulse. Global Beat. Body: Born from the streets, crafted for the connoisseurs of cool. Dirty Lolli: Authentic. Creative. Unmistakably you. #DirtyLolliAfrica #StreetLuxury