Brand Tone

Mystical, playful, and inclusive, welcoming to a specific subculture with informal, direct language that fosters a sense of community and shared identity. It has a hint of rebelliousness and celebrates being different.

Brand Values

• •Individuality and Self-Expression
• •Handmade Quality and Craftsmanship
• •Magic and Escapism
• •Community
• •Sustainability

Best Practices

• •Consistently use words like "magical," "spooky," "wicked," "coven," "hex," and "haunt" to maintain the mystical and gothic atmosphere. The brand's tagline "We are all mad here" is a perfect anchor.
• •Address the audience directly and inclusively, as if they are part of an exclusive club or community. Use "you" and "your," and refer to the collective as "witches," "ghouls," or "creatures of the night."
• •Frame product descriptions and social media posts as little tales or magical reveals. Instead of saying "new mug," try "a new vessel for your morning potions."
• •The brand's tone is dark and spooky, but also fun and self-aware. Use humor and wit to keep the "madness" from feeling too serious or unapproachable. Phrases like "'Tis the season to be spooky" are a good example.
• •Ensure all written copy perfectly aligns with the visual aesthetic. The dark, curated, and slightly whimsical imagery on the website and social media should be matched by equally evocative and atmospheric text.

Social Perception

The brand is perceived as a niche and authentic destination for high-quality, handmade gothic and Halloween-themed goods. Customers see it as a small, passion-driven business, valuing customization and direct interaction, which fosters a personal connection and trust. Its clear and unapologetic identity attracts a loyal following aligned with its dark and magical aesthetic.

Copy Examples

• •Tired of mortal-approved decor? Haunt your halls with our new crypt-couture collection. Because your home should be as beautifully strange as you are. #WeirdAndWicked
• •Forged in moonlight and mystery. Each piece is handcrafted with a touch of magic, just for the strange and unusual. Wear your weirdness with pride. #HandmadeHexenkram
• •Every day is Halloween in our world, but this month, the veil is thinner. Summon your favorite spooky treasures with 20% off all orders. The madness is calling. #SpookySeason
• •Normal is a setting on a washing machine, not a way to live. Join our coven of the weird and wonderful. Tag a fellow creature of the night who gets it. #MadnessUnited
• •Psst... We've brewed up something new for you.