Brand Tone

passionate, inclusive, and uplifting

Brand Values

• •P.L.U.R. (Peace, Love, Unity, Respect)
• •Authentic Self-Expression
• •Community and Inclusivity
• •Positivity and Empowerment

Best Practices

• •Always Embody PLUR: Every piece of copy, from a tweet to a product description, should reflect the core values of Peace, Love, Unity, and Respect. This is the brand's unique identifier and should be consistently reinforced.
• •Use Community-Centric Language: Employ inclusive terms like "rave fam," "community," and "we" to foster a sense of belonging. Encourage user-generated content and feature customer stories to make the audience feel seen and valued.
• •Balance Passion with Professionalism: While the tone is passionate and authentic, all communications should remain professional and polished. Ensure high-quality grammar and spelling to uphold the "premium" brand image.
• •Tell a Story: Frame products within the larger narrative of the rave experience and the brand's mission. Each item of clothing has a purpose—to empower self-expression and spread positivity.
• •Maintain Authenticity: Avoid generic marketing clichés. The copy should feel like it's written by someone who is genuinely part of the EDM and rave culture, sharing inside knowledge and a true passion for the lifestyle.

Social Perception

My.BPM is largely perceived as authentic, created "By Ravers For Ravers", and a strong community builder within its niche. It prioritizes cultural spirit. However, some online discussions raise questions about product quality and accuracy.

Copy Examples

• •Feel the beat, wear the vibe. Our new 'Kinetic' Hoodie is here to match your energy from the dance floor to the street. Designed for the rave fam that lives by the code: Peace, Love, Unity, Respect. Ready to express your BPM? Tap to shop. #WhatsYourBPM #PLUR #EDMstreetwear
• •It's More Than Music, It's Our Movement 💖
• •This isn't just a t-shirt. It's a statement. Crafted from 100% premium cotton for all-night comfort, this tee features a design inspired by the unity of the dance floor. Wear it with pride and carry the values of rave culture with you, wherever you go. Live authentically. Live PLUR.
• •Tired of merch that doesn't get it? We are a brand born from the rave, for the rave. My.BPM creates premium streetwear that embodies the spirit of Peace, Love, Unity, and Respect. Join a community that celebrates you. Shop the collection now.
• •Wear Your Values. From the festival grounds to your daily life, our apparel is made for you to express your authentic self. This is more than fashion—this is a movement. This is My.BPM.