Brand Tone

Empowering, confident, playful, mischievous, mysterious, alluring, inclusive, and non-judgmental, aiming to inspire self-expression and fantasy.

Brand Values

• •Self-Expression
• •Empowerment
• •Quality & Discretion
• •Fantasy & Escape
• •Community

Best Practices

• •Use evocative, not explicit, language to create allure and navigate advertising restrictions.
• •Focus on selling a feeling (confidence, power, liberation) rather than just the product's function.
• •Build a consistent brand lexicon with approved on-brand words to maintain uniformity.
• •Emphasize discretion and trust in transactional copy to reassure customers.
• •Engage with the community and reflect their language and values to foster authenticity and strengthen bonds.

Social Perception

Perceived as niche and edgy, empowering by its target audience, risqué and provocative to others, and aiming to be seen as discreet and trustworthy.

Copy Examples

• •Don't just wait for the magic hour. Become it. Your night, your rules. #MidnightAccessories #OwnTheNight #FantasyUnlocked
• •Unleash the myth. This three-piece set isn't just an outfit; it's a personality waiting to be worn. Crafted for moments when you want the stories to be about you. What happens after midnight is your secret to tell.
• •Your invitation to the other side of midnight is inside...
• •Tired of the daylight? We get it. Our collections are designed for the moon-chasers, the rebels, and the dreamers who come alive after dark. Explore accessories that tell a better story. Shop Midnight.
• •Midnight Accessories: Where Your Alter-Ego Shops.