Brand Tone

Authentic and Relatable, Ironic and Witty, Introspective and Socially Conscious, Nostalgic, Understated "Cool"

Brand Values

• •Artistic Integrity
• •Authenticity
• •Fan Connection
• •Evolution and Maturity
• •Understated Quality

Best Practices

• •Speak from the "We" of the Community: Use inclusive language that treats the customer as part of the in-group. Phrases like "If you know, you know," "We're all in this together," and referencing shared experiences from his music builds community.
• •Embrace Understatement and Irony: Avoid overly enthusiastic marketing jargon. The tone should be confident but understated. Use dry wit and irony, reflecting Orelsan's lyrical style. The product is cool because of what it represents, not because of flashy adjectives.
• •Prioritize Authenticity Over Polish: Copy should feel real and direct, not like it was written by a corporate committee. Acknowledge imperfections and speak plainly. Orelsan's marketing success has been tied to his transparency, such as apologizing for a technical bug with a funny video.
• •Embed Niche References: Consistently weave in lyrics, song titles, and concepts from his albums. This rewards dedicated fans and reinforces that the merchandise is a genuine extension of the art, not just generic apparel.
• •Let the Product and Persona Do the Talking: Orelsan is the brand's best ambassador. Marketing copy should be minimal and confident, allowing the design, its connection to the artist, and photos of him wearing it to convey the message. The copy supports the story; it doesn't create it from scratch.

Social Perception

Voice of a Generation, Critically and Commercially Acclaimed, Symbol of "Normal" Success, From Controversial to Unifying

Copy Examples

• •Wear the Plan. The world is what it is. But you can still face it in style. The new Civilisation hoodie, inspired by the album. Built for the world outside. Simple. Basique.
• •You asked. We listened. A limited run of our most popular sold-out items is back in stock. This isn't a drill. Don't be the one telling your friends you missed out. Again.
• •If you know, you know. The 'Défaite de famille' tee is for those who survive every family dinner. Tag someone who needs this. #Orelsan #Civilisation
• •Sometimes, less is more. The official logo cap. Clean design, quality construction. For days when you want to keep a low profile but still be part of the team.
• •Civilization is fleeting. So is this drop. Once it's gone, it's gone forever. Shop the exclusive capsule now.