Brand Tone

Edgy, authentic, street-style, unapologetic, direct, and slang-heavy.

Brand Values

• •Authenticity
• •Self-Expression/Empowerment
• •Street Culture/Community
• •Quality & Style
• •Determination/Hustle

Best Practices

• •Define Your Slang Lexicon: Identify and consistently use street-style slang and terms that resonate with your target audience (e.g., "drip," "hustle," "swag," "hard").
• •Your copy should reflect the "hard, unapologetic selves" you want to empower.
• •Language can imply that Kompfas is for a specific in-group that understands the "street lifestyle."
• •Storytelling from the Streets: Incorporate narratives or imagery in your copy that reflects the "grit and authenticity of the street lifestyle," the "blood, hustle, and determination."
• •Visual-Verbal Consistency: Ensure your copy's tone directly mirrors the edgy, darker, and bold aesthetic of your product designs and visual marketing on platforms like Instagram and TikTok.

Social Perception

Trendy streetwear brand within its niche in Czechia, perceived as 'the realest brand v Čechách' (the realest brand in Czechia). Aims to be seen as 'hard' and representative of street style.

Copy Examples

• •From the streets, for the streets.
• •Empower individuals to express their hard, unapologetic selves.
• •A representation of the blood, hustle, and determination that defines those streets.
• •Kompfas is more than just a brand; it's a tight-knit community.
• •Fusion of contemporary streetwear and authentic trap aesthetics.