Brand Tone

Energetic, Authentic, and Community-Centric

Brand Values

• •Authenticity
• •Passion
• •Community
• •Heritage
• •Energy

Best Practices

• •Always use the specific terminology of the Gabber scene (e.g., Hakken, Gabberina, Oldschool, Early Rave). This builds immediate trust and credibility with the core audience.
• •Keep copy short, direct, and impactful. Use strong verbs and a driving rhythm. The copy should feel like the beat of a Hardcore track.
• •Frame your products as tools for community expression. Feature fans in your marketing, use user-generated content, and always speak as a member of the scene, using "we" and "our."
• •Do not try to appeal to a mainstream audience. The brand's strength is its dedication to a specific subculture. The copy should be exclusive and speak directly to the dedicated Gabber, reinforcing their sense of belonging.
• •Sell the feeling of the rave, the unity of the dance floor, and the pride of the subculture. The merchandise is a consequence of that feeling, not the primary focus. The copy should sell the experience first, the product second.

Social Perception

A leading and authentic authority within the Hardcore subculture, perceived by insiders as 'one of them' and a reliable source for expressing their identity. Outsiders see it as intense and niche, reinforcing its exclusive subcultural identity.

Copy Examples

• •UNITED IN HARDCORE. From the front row to the afterparty. This isn't just clothing, it's our uniform. Gear up for the rave.
• •FEEL THE BASS. WEAR THE ENERGY. The tempo that defines us, the style that unites us. Shop the new collection and live life at 200 BPM.
• •AUTHENTIC TO THE CORE. No compromises. No sell-outs. Just pure, uncut Hardcore heritage. From classic Thunderdome bombers to the latest vinyl drops. This is the real deal.
• •THE RAVE IS CALLING. Lights, sound, and a thousand stomping feet. Are you ready? Find your festival essentials and official event merch right here. Don't just go to the party. Become the party.
• •LEGENDS NEVER DIE. Wear the legacy. We've restocked the most iconic Australian and Cavello tracksuits. Limited supply for the dedicated.