Brand Tone

Rebellious, confident, inclusive, and slightly macabre. It carries an undercurrent of defiance against the conventional, using direct and informal language. It embodies dark humor, appreciates the beautiful in the morose, and is aspirational for those within the subculture.

Brand Values

• •Authenticity
• •Community
• •Individuality & Non-Conformity
• •Artistic Expression
• •Quality

Best Practices

• •Speak as a Peer, Not a Corporation: Use 'we' and 'you' to foster a direct connection. The language should be confident and inclusive, making the customer feel like they are part of an exclusive club.
• •Embrace the Dark, But with Purpose: Use words associated with darkness, rebellion, and the macabre (e.g., 'shadow,' 'defiance,' 'congregation,' 'armor'), but always tie it back to the core values of individuality and community. It should feel empowering, not just gloomy.
• •Prioritize Authenticity in All Messaging: Avoid generic marketing-speak. The copy should feel as genuine as the brand's aesthetic. Tell stories, use evocative language, and always stay true to the non-conformist spirit.
• •Use 'Community' as a Constant Refrain: Regularly reinforce the idea of a collective. Use phrases like 'Join the community,' 'One of us,' and 'For the congregation.' This strengthens brand loyalty beyond the products themselves.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy always matches the visual style. If the imagery is dark, artistic, and moody, the text should be poetic, confident, and resonant with that same energy. Inconsistency between visuals and voice can break the brand's spell.

Social Perception

Credible and authentic player in the alternative fashion space, seen as a go-to for high-quality gothic apparel. Customers feel a strong personal connection, viewing it as a representation of their own identity and a cultural signifier.

Copy Examples

• •Dress for the soul you have, not the world they want. Our new 'Nevermore' tee is crafted for the ones who find beauty in the shadows. Join the congregation. #PaleHearse #GothStyle #DarkAesthetic
• •Your uniform for the outsider life. Pale Hearse is more than apparel—it's an identity. Forged for the community that thrives after dusk. Shop the collection and find your armor.
• •WE ARE THE PALE HEARSE COMMUNITY. Built on authenticity and bound by a darker aesthetic. This is where you belong.
• •Some chase the sun. We prefer the solace of the shadows. For a limited time, embrace your true nature with 20% off our entire collection. This isn't just a sale; it's a calling to reinforce your identity. Answer it.
• •The final layer of defiance. 💀 #GRWM #GothFashion #AltStyle #PaleHearse #OOTD