Brand Tone

Edgy, Bold, Expressive, Individualistic, Unapologetic, Confident, Inclusive, Modern, Resilient

Brand Values

• •Self-Expression
• •Individuality & Non-Conformity
• •Boldness & Confidence
• •Inclusivity & Diversity
• •Comfort & Quality
• •Resilience

Best Practices

• •Develop a "Voice Bible": Create a document outlining key tone words (e.g., edgy, bold, unapologetic, inclusive), "words we use," and "words we avoid." This ensures everyone writing for the brand is aligned.
• •Embrace Active & Direct Language: Use strong verbs and direct statements. Avoid passive voice or overly cautious phrasing to maintain the bold and confident tone.
• •Authenticity is Key: The edgy tone should feel genuine. Use slang or bold statements where appropriate and authentic to the streetwear culture, but avoid forcing it where it doesn't fit.
• •Visual & Verbal Harmony: Ensure the copy's tone matches the visual aesthetic of the products and marketing materials. An edgy photo needs equally edgy text.
• •Audience Understanding: Continuously engage with and understand the target audience's language and how they express themselves. This helps keep the tone relevant and resonant.

Social Perception

An emerging streetwear brand with a distinct, edgy style, particularly within the Indian youth fashion scene. It's seen as a brand that champions individuality and unisex fashion. Association with youth-centric festivals suggests it's perceived as trendy and aligned with current streetwear culture.

Copy Examples

• •Headline: Don't Just Fit In. Break Out. Body: Your style. Your rules. NVRFLD. Wear it loud.
• •Headline: They Told You To Fold. We Say NVRFLD. Body: Unleash your edge. Shop the new collection.
• •Headline: Gender Is A Construct. Style Is Forever. Body: Unisex. Unapologetic. Uniquely you. NVRFLD.
• •Headline: More Than Clothing. It's A Statement. Body: From graphic tees that shout to hoodies that empower. NVRFLD - Wear Your Story.
• •Headline: Comfortable Enough For The Grind. Bold Enough To Get Noticed. Body: NVRFLD. Built for the hustle. Designed to stand out.