Brand Tone

Energetic, inclusive, passionate, informal, authentic, anti-corporate, community-oriented.

Brand Values

• •Community
• •Self-Expression
• •Love and Connection
• •Artistic Collaboration
• •Authenticity

Best Practices

• •Speak the Language of the Community: Use authentic festival and electronic music terminology naturally. This shows you're a part of the culture, not just selling to it.
• •Center Everything on "Love" and "Community": The "EVOL" concept is your strongest asset. Ensure that messaging, from product names to event promotions, ties back to the core values of love, connection, and collective experience.
• •Highlight Artist Collaborations: Always credit and feature the artists you work with. This reinforces the "wearable art" value and shows a commitment to supporting the creative community you belong to.
• •Prioritize User-Generated Content: Actively feature photos and videos from your customers on social media. This validates the brand's community focus and shows the products in their intended, authentic environment.
• •Be Energetic and Passionate, Never Just Transactional: Frame purchases not as transactions, but as an invitation to join a movement. Your copy should focus on the experience, the feeling, and the story behind the product, rather than just its physical features.

Social Perception

Authentic, integral part of the festival community, experience enhancer, culture-bearers, "for us, by us" brand.

Copy Examples

• •Feel the bass, wear the love. Our new 'Sonic Bloom' pashmina just dropped. Woven with the energy of a thousand dance floors, this isn't just an accessory—it's a piece of the moment. Limited run, created with artist @[artist_handle]. Link in bio to wrap yourself in the vibe. #evolchicago #evolutionoflove #festivalfashion #wearableart
• •It's more than music; it's a movement. The "Backbone of House" tank is our tribute to the Chicago streets where it all began. Made from a pre-shrunk, ultra-soft tri-blend fabric that moves with you from the front row to the afters. The minimalist design on the front and our signature "We Love House Music" spine detail on the back lets you wear the history. This is your story. This is our anthem.
• •Ready for the Afters? See you at Electric Forest. 👀
• •Every piece tells a story. What will yours be? ✨ #evolchicago #pincollector #festivalmerch #edmfamily
• •Don't Just Go to the Festival. Become Part of It. Your festival kit is missing its soul. EVOL Chicago creates more than clothes—we create armor for your self-expression. Born from the love of house music, our artist-designed gear is for the moments you'll never forget. Shop the drop before it's gone.