Brand Tone

Intelligent & Analytical, Humorous & Witty, Curious & Experimental, Slightly Dark/Gothic & Whimsical, Enthusiastic & Passionate (Fiendish), Approachable & Relatable

Brand Values

• •Curiosity & In-depth Exploration
• •Creativity & Unconventional Self-Expression
• •Individuality & Embracing the "Weird"
• •Transparency & Ethical Production
• •Playful Non-Conformity
• •Passion-Driven Engagement

Best Practices

• •Channel Safiya's Voice: Ground the copy in Safiya Nygaard's distinctive communication style—intelligent yet witty, curious, slightly deadpan, with an appreciation for the unconventional. Think "academic but make it fashion... and a little spooky."
• •Lean into "Fiendish" Playfully: Use the "fiend" motif to suggest intense enthusiasm, a touch of harmless mischief, or a deep dive into a niche interest, rather than anything genuinely sinister. It’s about passion and playful rule-bending.
• •Reference the Inspiration (Subtly): Weave in allusions to lipstick experiments, "franken-art," historical fashion explorations, or the general theme of investigating "weird" products, as these are the brand's conceptual cornerstones.
• •Marry Darkness with Delight: Maintain the slightly gothic, whimsical aesthetic in descriptions, but always keep it light-hearted and fun. Think "charming bat" not "scary vampire." The darkness is aesthetic, not attitudinal.
• •Highlight Quality and Ethics When Relevant: Casually integrate mentions of the product quality or ethical production to reinforce those brand values, doing so in a way that feels authentic and not like a forced marketing point. For example, "Fiendishly comfortable, and responsibly made too."

Social Perception

Direct Extension of Safiya Nygaard, Niche Appeal with Strong Loyalty, Authenticity, Quality Merchandise, Fun, Unique, and Recognizable

Copy Examples

• •Instagram Post Caption: Conjuring up some cozy. Our latest [Product Name] is perfect for those late-night deep dives into the wonderfully weird corners of the internet. Or, you know, just looking fiendishly good. Ethically made, because our experiments have standards. 🦇 #FiendishBehavior #SafiyaNygaard #CuriouslyCreative
• •Product Description Snippet (for a "Lipstick Anatomy" item): Deconstructing beauty, one thread at a time. This piece isn't just apparel; it's a dissertation on our favorite subject. Crafted for the fiends who appreciate the science behind the style. Wear your obsession.
• •Email Subject Line: A Fresh Fiendish Experiment Has Arrived...
• •Website Banner Text: Fiendish Behavior: Apparel for the Intrigued. Inspired by melting lipsticks and breaking the mold. Explore the weird. Embrace the wonderful.
• •TikTok Video Concept: A short, sped-up video showing someone unboxing a Fiendish Behavior hoodie, putting it on, and then striking a series of slightly mischievous or quirky poses. Text overlay: "When your Fiendish Behavior order arrives and your inner gremlin is pleased. 😈 #FiendishStyle #SafiyaMerch #EmbraceTheWeird"