Brand Tone

Aspirational, culturally-attuned, and exclusive. Confident and direct, reflecting streetwear and hype culture, focusing on visual identity and story.

Brand Values

• •Design as Self-Expression
• •Cultural Intersection
• •Premium Quality & Experience
• •Exclusivity and Community

Best Practices

• •Lead with Culture, Support with Tech: Always start with the cultural hook—the collaboration, the design inspiration, the aesthetic. Use technical specifications as supporting points that justify the premium feel and price, not as the main selling point.
• •Use the Language of Exclusivity: Incorporate words like "capsule," "drop," "limited," "numbered," and "collectible" to reinforce the scarcity and hype-driven nature of the brand. This drives urgency and positions the products as more than just peripherals.
• •Focus on the Senses: Describe the "thocky" sound, the "creamy" or "smooth" feel, and the "vibrant" visual designs. The sensory experience is a key differentiator for the brand and a major talking point for its fans.
• •Bridge Gaming and Lifestyle: Write copy that appeals to both competitive gamers and design-conscious creatives. Use phrases like "tournament-ready hardware" alongside "centerpiece for your setup" to show the product excels in both performance and style.
• •Embrace the "Elevated" Identity: Maintain a confident, aspirational tone. The brand isn't just selling keyboards; it's selling an "expression of elevated gaming culture". The copy should reflect this by being bold and avoiding overly technical jargon that might alienate the broader lifestyle audience.

Social Perception

Perceived as a "cool", premium, and aesthetically pleasing brand by its target audience, drawn by unique designs and collaborations. Hardcore keyboard enthusiasts often see them as overpriced for technical specs, but acknowledge strong design and marketing, viewing them as a great entry point for beginners.

Copy Examples

• •Channel your inner curse-user. The official JUJUTSU KAISEN x Higround capsule lands this Friday. Your domain awaits. #Higround
• •Feel the difference. Hear the silence. The Summit 65, precision-milled from a solid aluminum block and gasket-mounted for the perfect thock. This isn't just a keyboard; it's the centerpiece of your setup.
• •Your setup is a reflection of you. Don't settle for boring. We were founded to create keyboards with personality, because your hardware should be as unique as your gameplay. Look better up here.
• •Speed you can feel. With customizable, magnetically actuated switches, the Basecamp 65HE gives you a competitive edge when milliseconds matter. Adjust your actuation, dominate the match.
• •You asked. We listened. A limited run of the sold-out Crystal Collection is back in stock. This is your last chance—once it's gone, it's gone forever.