Brand Tone

Rebellious & Defiant, Edgy & Provocative, Cynical & Sarcastic, Individualistic & Non-conformist, Confident & Bold, Introspective (occasionally)

Brand Values

• •Individuality
• •Non-Conformity
• •Freedom of Thought & Expression
• •Authenticity
• •Anti-Establishment
• •Resilience/Strength (implied)

Best Practices

• •Embrace the "Anti": Consistently frame messaging from a perspective of questioning, challenging, or rejecting mainstream norms. Use words that evoke rebellion and independence.
• •Be Unapologetically Bold: Avoid hesitant or overly polite language. Use direct, strong, and sometimes provocative statements. Don't be afraid to be blunt.
• •Prioritize Individuality: Every piece of copy should, in some way, celebrate the unique, the outcast, the free thinker. Speak directly to the desire to stand apart.
• •Maintain the Aesthetic in Words: Just as the visuals are dark and edgy, the language should mirror this. Use evocative, sometimes stark or gritty vocabulary. Infuse a sense of dark humor or cynicism where appropriate.
• •Develop a "Voice Bible": Create an internal guide that outlines approved and disapproved words/phrases, key thematic messages, and examples of on-brand copy to ensure everyone writing for the brand stays consistent. Regularly review and update it.

Social Perception

Niche Appeal, Statement Brand, Edgy and Cool, Potentially Controversial, Community Focused (within its niche)

Copy Examples

• •They say 'play by the rules.' We say rewrite them. Our latest drop for those who walk their own damn path. #NOTMORAL #AntisocialStreetwear
• •Normal is a setting on a washing machine, not a state of mind. Dare to be NOTMORAL. #QuestionEverything #StreetRebellion
• •Comfort for the uncomfortable. For those nights when conformity feels like a cage. Wrap yourself in defiance. #WearYourValues #NOTMORAL
• •Your approval was never part of the design. #Unapologetic #NOTMORAL
• •They Won't Get It. And That's The Point. New NOTMORAL Arrivals Inside.