Brand Tone

passionate, referential, and minimalist

Brand Values

• •Authenticity
• •Quality and Craftsmanship
• •Cultural Curation
• •Individuality
• •Subtlety

Best Practices

• •Speak Fan-to-Fan: Write as if you are sharing a music recommendation with a friend. Use subtle references and assume your reader shares your passion and knowledge. Avoid explaining the obvious to your target audience.
• •Prioritize Subtlety Over Sales: Let the cultural significance of the designs lead the conversation. Instead of "Buy Now!" or "50% Off!", use phrases like "A nod to the classics" or "Wear your influences." The value is in the reference, not the discount.
• •Keep it Clean and Minimalist: Use concise, powerful language. Avoid jargon, hyperbole, or overly descriptive adjectives. The copy should be as clean and intentional as the product designs themselves.
• •Embrace the "Chameleon" Metaphor: Use language that celebrates diversity, change, and eclecticism. Acknowledge that a customer can love both pop and rock, and frame the products as tools for expressing all facets of their identity.
• •Connect Products to Emotion and Memory: Frame each product not just as an item of clothing, but as a piece of history or a trigger for a memory. Link the design to the feeling of listening to an album for the first time or the energy of a live concert.

Social Perception

The brand is likely perceived as niche and exclusive for serious music aficionados. It projects trustworthiness but remains distant due to a lack of social interaction channels, making it less approachable. It is seen as entirely product-focused, with value derived from the quality and relevance of its designs rather than community building.

Copy Examples

• •Some shirts are bigger than others. A tribute to the poets of melancholy and the sound that defined a generation. Printed on 100% soft-touch cotton. For the charming men and women.
• •Your favorite album is more than just a memory. Wear the sound.
• •Icons Revisited. Our new collection pays homage to the pioneers of post-punk. Discover designs inspired by the echoes of the 80s.
• •Beyond the noise and the distortion. Here, we celebrate the riffs that became anthems and the voices that built history. Find your anthem.
• •We are Música para Camaleones. We believe music is a part of who you are. That j’s why we create timeless apparel for a diverse taste, inspired by the artists and cultural expressions that resonate with us. We print what you feel.