Brand Tone

casual, candid, youth-oriented, unpretentious, relatable, authentic, dark, slightly edgy

Brand Values

• •creativity
• •self-expression
• •accessibility
• •transparency
• •authenticity

Best Practices

• •Maintain the Casual Voice: Always use a conversational and direct tone. Avoid overly corporate or complex language. Write as if you're talking to a friend.
• •Embrace the Ghost Theme: Consistently integrate the "Exspiravit" and ghost concept into the copy. Use words like "ghostly," "haunt," "spirited," "vanish," and "phantom" to reinforce the brand identity.
• •Highlight Scarcity and Exclusivity: Given the small-batch nature of the products, use this to your advantage. Phrases like "Limited drop," "While they last," and "Don't get ghosted" can create a sense of urgency.
• •Be Authentic and Transparent: Continue sharing the brand's story. The candid origin is a strength. Be honest about product availability and connect with the audience on a personal level.
• •Focus on the Aesthetic: The copy should match the visual identity. Use descriptive language that evokes the dark, edgy, and streetwear-inspired look of the apparel. Mention the "Old English" lettering and the unique "Reaper Hands" or "Skull" graphics.

Social Perception

Small, independent startup clothing line with a niche, ghost-themed aesthetic. Perception of demand/exclusivity or inconsistent stock due to 'Sold Out' items. Quality and customer service perception is neutral/undefined due to lack of testimonials.

Copy Examples

• •Stay ghostly. Our new Reaper Hands hoodie just dropped. Perfect for late-night skates and early morning haunts. Limited stock, don't sleep on it.
• •Dressed in our Sunday best. The Exspiravit Knit Sweater is for those who are too cool to be cold. Tap to shop before it vanishes.
• •Exspiravit: Latin for ghost. Apparel for the spirited. Wear your soul on your sleeve.
• •Don't be a stranger... New Exspiravit gear inside.
• •Born in quarantine, raised on the streets. Exspiravit started with a simple idea: make cool clothes that we wanted to wear. 'Exspiravit' sounds fancy, and it's Latin for ghost—our official mascot. It's for everyone who feels a little different. Welcome to the club.