Brand Tone

Individualistic, Expressive, Bold, Edgy, Empowering, Direct & Unconventional

Brand Values

• •Individuality/Self-Expression
• •Originality/Uniqueness
• •Empowerment
• •Breaking Norms (Potential)

Best Practices

• •Embrace "U" and "Ur": Consistently use the shortened, direct forms of "you" and "your" to maintain the established casual and unconventional voice. Avoid slipping into more formal language.
• •Focus on Empowerment and Individuality: Every piece of copy, from product descriptions to social media captions, should circle back to the core themes of self-expression, uniqueness, and the power of the individual's "ego."
• •Use Strong, Active Verbs and Declarative Sentences: The tone is bold and confident. Copy should reflect this with impactful language that encourages action and makes definitive statements (e.g., "Create ur own EGO," "Wear it loud").
• •Keep it Concise and Punchy: Reflect the edgy, no-nonsense vibe with short, impactful sentences and a direct approach. Avoid overly elaborate or lengthy descriptions.
• •Develop a "Voice Guide" for All Content Creators: Even if it's a small team, a simple guide outlining the key tonal attributes (individualistic, bold, empowering, direct, unconventional), preferred vocabulary (and "u"/"ur" usage), and "no-go" words/phrases will ensure consistency across all platforms.

Social Perception

A brand for those who want to stand out and use fashion as a form of distinct self-expression. Clear brand differentiation is needed to avoid confusion with other brands.

Copy Examples

• •Homepage Banner: "Stop blending in. Start expressing. This is ur canvas. This is EGO UNDRGROUND."
• •Product Description (for a graphic t-shirt): "They stare. Let 'em. This ain't just a tee, it's a statement. Wear ur ego. Show ur art. The world needs ur flavor."
• •'About Us' Snippet: "Normal is a setting on a washing machine. We're here for the u beyond the label. EGO UNDRGROUND: Craft ur identity. Wear it loud."
• •Social Media Post (Image of someone confidently wearing the apparel): "Don't follow trends. Become one. Unleash that fire inside. #EgoUNarthed #UrStyleUrRules #WearUrEgo"
• •Email Subject Line: "Warning: May cause extreme self-expression. New EGO drops inside."