Brand Tone

Bold & Unapologetic, Confident & Edgy, Artistic & Expressive, Nostalgic & Current, Streetwise & Youthful, Direct

Brand Values

• •Self-Expression
• •Individuality
• •Artistic Heritage
• •Authenticity
• •Rebellion
• •Fearlessness

Best Practices

• •Embrace the Edge: Don't shy away from bold language and confident assertions. The copy should reflect the audacity of the designs.
• •Speak Authentically: Use contemporary, street-savvy language that resonates with the target demographic (especially Gen Z), but avoid forcing slang if it doesn't feel natural to the specific message. Authenticity is key to the "Originals" ethos.
• •Champion the Art: Continuously reference Don Ed Hardy's artistic vision and the tattoo heritage. This differentiates the brand and adds depth.
• •Visuals Lead, Copy Amplifies: Ed Hardy is intensely visual. The copy should enhance and give context to the striking imagery, not compete with it. Keep it concise and impactful.
• •Lean into the Legacy (Past, Present, Future): Acknowledge the Y2K nostalgia while firmly positioning the brand in the present with modern relevance and a forward-looking attitude. Balance the iconic past with current trends and future aspirations.

Social Perception

Historically: Peaked in the mid-2000s, becoming ubiquitous and then, for some, overexposed and "tacky," associated with a specific celebrity culture. Currently: Experiencing a strong revival, largely positive among younger consumers (Gen Z, younger millennials) who embrace Y2K nostalgia and appreciate the bold aesthetic as a form of authentic self-expression. Seen as iconic, a statement-making brand with a rich artistic background.

Copy Examples

• •Headline: Unapologetic Since Day One. Body: Ed Hardy Originals. Wear your art. Live your story. #InkYourStory
• •Headline: The Legend is Back. And It's Louder Than Ever. Body: Fuelled by Y2K nostalgia, defined by you. Shop the new Ed Hardy collection.
• •Headline: More Than Ink. It's an Attitude. Body: From the mind of Don Ed Hardy, crafted for the fearless. Discover iconic designs, reborn.
• •Headline: Don't Blend In. Ever. Body: Your canvas. Your rules. Ed Hardy Originals – clothing that makes a statement.
• •Headline: Own the Original. Define the Now. Body: The art that shocked the world is back to inspire it. Tag us in your Ed Hardy look. @edhardyoriginals