Brand Tone

Confident, Counter-Cultural, and Community-Oriented. It is unapologetic, aspirational, positive, and fosters a sense of belonging.

Brand Values

• •Authenticity
• •Quality & Creativity
• •Counter-Culture & Individuality
• •Positive Advocacy

Best Practices

• •Embrace the Counter-Culture Narrative: Always frame the brand as an alternative to the mainstream. Use words like "unapologetic," "independent," "outlier," and "counter-culture" to reinforce this identity.
• •Elevate the Conversation: Focus on "higher thinking," "creativity," and "community" rather than just the act of consumption. This positions the brand as a lifestyle choice, not just merchandise.
• •Use "The Gang" Mentality: Consistently use inclusive language like "Durban Gang," "our supporters," and "the community" to foster a sense of belonging and loyalty.
• •Balance "Poison" with Positivity: Acknowledge the edgy brand name but immediately pivot to its positive mission. The phrase "the only poison that's good for you" is a powerful tool to own and reframe the narrative.
• •Prioritize Quality in Language: Just as the brand values high-quality materials, the copy should be clean, confident, and free of errors. The tone is aspirational streetwear, so the language must match that level of sophistication.

Social Perception

The brand successfully aligns with a modern streetwear aesthetic, appealing to fashion-conscious cannabis enthusiasts. Its online presence is consistent and professional. The name 'Durban Poison' resonates within the target community, but the word 'poison' might carry negative connotations for broader audiences, posing a marketing challenge.

Copy Examples

• •Engineered for the outliers. Our new [Product Name] Hoodie isn’t just apparel—it’s a statement. Made with premium materials for those who live the high life, unapologetically. Welcome to the Durban Gang. #DurbanPoisonApparel #Streetwear #CounterCulture #QualityGoods
• •Respect the classics. The OG Kush Tee is our tribute to a legendary strain, designed for the modern connoisseur. Featuring a clean graphic on ultra-soft, durable cotton, this shirt was made to stand out, not blend in. Dress better, think higher.
• •Tired of the mainstream? Durban Poison Apparel is for the counter-culture. We create premium, cannabis-inspired streetwear for those who walk their own path. High-quality materials, original designs. Shop the collection now.
• •We see you. To thank our most loyal supporters, we're offering an exclusive 25% off everything. It's our promise to keep you in the highest quality gear while you promote higher thinking. Stock up and represent the culture in style.
• •How do you rep the culture? 🔥 - Bold & Loud / 🤫 - Subtle & Clean.