Brand Tone

rebellious, edgy, and mysterious

Brand Values

• •self-expression
• •authenticity
• •artistry
• •embracing imperfections
• •community for outsiders

Best Practices

• •Embrace Minimalism: The brand's power lies in its mystique. Use concise, impactful language. Let the visuals do most of the talking. Short, declarative sentences are more effective than long, descriptive ones.
• •Stay True to the "Vice" Theme: Every piece of copy should, in some way, connect back to the central theme of embracing imperfections and individuality. Use words like "unapologetic," "authentic," and "unrestrained" to reinforce this.
• •Visual and Textual Harmony: The dark, edgy aesthetic of the designs should be mirrored in the tone of the copy. The language should be as bold and unconventional as the graphics.
• •Foster a Sense of Exclusivity and Community: Use language that makes the customer feel like they are part of an inner circle. Phrases like "For those in the know," or "Welcome to the House," can create a sense of belonging for a niche audience.
• •Maintain Authenticity: The brand's voice should feel genuine and not like a corporate attempt at being "edgy." The rebellious tone must be backed by a true passion for the art and the culture it represents. Authenticity will build a loyal following.

Social Perception

bold and intriguing, attracting customers who are drawn to brands with a strong, counter-cultural identity; potentially viewed as deep and thought-provoking, rather than merely provocative, due to the redefinition of negative terms; appreciation for the designs among early adopters.

Copy Examples

• •Some vices are worth holding onto. The 'Envy' tee is here. Wear it and let them stare. #HouseOfVices #Streetwear #Artwear
• •Your sanctuary of style. Your house of vices. Discover the collection.
• •From our vices to yours. The new drop is coming. #Artisan #StreetFashion #HouseOfVices
• •For those who stand out in the dark. House of Vices. Shop the look.
• •Subject: A vice you won't regret. Body: We all have them. Our new limited edition piece celebrates the one that makes you who you are. Available for 48 hours only. Enter the House of Vices.