Brand Tone

rebellious, playful, and confident; informal and direct, using slang and a "no bullshit" approach to create a sense of authenticity and a close-knit community; professionally creative with "unlimited creativity" and "willingness to take risks" on agency-focused materials.

Brand Values

• •Authenticity & Spontaneity
• •Community & Friendship
• •Creativity & Boldness
• •Fun & Adventure
• •Attention to Detail

Best Practices

• •Embrace the "No Bullshit" Rule: Write directly and honestly. Avoid overly corporate or polished marketing language. Use confident, straightforward sentences.
• •Speak Like a Friend, Not a Corporation: Use a conversational and inclusive tone. Address the audience with "you" and refer to the brand as "we." Foster a sense of community by using terms like "family" and "gang."
• •Lead with the Lifestyle, Not the Product: The focus should always be on the feeling, the event, or the adventure. The clothing is the uniform for that lifestyle. Frame products within the context of the brand's story and values.
• •Balance Confidence with Playfulness: The tone should be bold and confident, but never arrogant. Inject humor, spontaneity, and a sense of fun. The brand's origin story is a great source of inspiration for this playful rebellion.
• •Create a "Word Bank": Develop a list of on-brand words (e.g., wild, crazy, authentic, family, legend, adventure) and "off-brand" words (e.g., corporate, official, exclusive, luxury in a traditional sense). This ensures consistency across all writers and platforms.

Social Perception

cool, niche lifestyle brand that is aspirational yet accessible; more than a fashion label, curators of a specific lifestyle centered on fun, community, and creativity; authentic and transparent, successfully building a community that wants to be part of their story; credible due to collaborations with established companies; viewed as a creative force in fashion, event marketing, and brand consulting.

Copy Examples

• •Not your average hoodie. Built for late nights that turn into early mornings. We don’t do boring. Welcome to the family. #InfernoRagazzi #NoBullshit
• •More Than A Label. It’s A Lifestyle. No Rules. No Regrets.
• •You're Invited: The IR Family is Growing
• •The official uniform for making memories you probably shouldn’t. Made in Portugal from 100% premium cotton because we don’t compromise on the important stuff. This isn't just a t-shirt; it's a piece of the story. Wear it responsibly (or don't).
• •Tired of blending in? So are we. Inferno Ragazzi is for the ones who live by their own rules. We started as a joke between friends and became a lifestyle. Shop the collection and join the family.