Brand Tone

Authentic & Passionate, Edgy & Non-conformist, Quality-Conscious & Proud, Informal & Engaging, Slightly Dark/Macabre Humor

Brand Values

• •Originality & Authenticity
• •Quality Craftsmanship
• •Customer Service
• •Independence
• •Inclusivity (of a subculture)
• •Passion for Subcultures

Best Practices

• •Embrace the Dichotomy: Consistently use the "Gentlefolk & Scoundrels" concept. This allows for a playful yet respectful tone that can swing slightly more refined or more rebellious depending on the context, while still feeling cohesive.
• •Show, Don't Just Tell, Your Influences: Instead of just saying "vintage-inspired," weave in specific references or imagery from Americana, Kustom Kulture, rock & roll, etc., in your descriptions and visuals. Let the passion shine through.
• •Prioritize Quality in Language: Just as you emphasize quality goods, ensure your copy is well-crafted, free of errors, and uses strong, evocative language. This reinforces the "fine quality" aspect of the brand.
• •Maintain Authenticity: Avoid corporate jargon or overly trendy slang that doesn't fit the established edgy, vintage-loving persona. Keep the voice genuine and rooted in the subcultures you represent.
• •Engage with Personality on Social Media: Continue the informal, appreciative, and slightly cheeky tone on social platforms. Use relevant emojis (like the 💀) consistently but not excessively. Respond to comments and messages in a way that reflects the "independent brand" feel – approachable and human.

Social Perception

Positive Customer Experiences, Niche Appeal, Quality Association, "Instagram Brand"

Copy Examples

• •Headline: For Scoundrels with Taste. For Gentlefolk with Edge. Body: PARANOID Emporium: Purveyors of damn fine quality goods, built to outlast the trends. Inspired by the grit of vintage Americana and the roar of a V-twin. Shop now – your new favourite jacket is waiting.
• •Headline: More Than Just Clothes. It's a Statement. Body: Rock & roll soul, Kustom Kulture heart. At PARANOID, we craft original gear for those who walk their own path. From hand-printed tees to rugged accessories, wear it loud, wear it proud.
• •Headline: Quality That Speaks Volumes. (Even When You're Being Quietly Menacing). Body: We don't do flimsy. We do built-to-last. PARANOID goods are crafted for the long haul, for every adventure and misadventure. Because real style is timeless, just like your rebellious spirit.
• •Instagram Caption (with a product photo): Fresh drop of [Product Name] just landed! ♠️ Hand-finished with the kind of quality your grandad would approve of (if he was a bit of a badass). Perfect for gentlefolk, scoundrels, and everyone in between. Tap to shop before they vanish into the night. #ParanoidEmporium #BuiltToLast #KustomKulture #VintageStyle #[RelevantProductHashtag]
• •Email Subject: For the Discerning Delinquent: New Arrivals at PARANOID. Body: Hey [Customer Name], We know you appreciate the finer things – even if they've got a bit of a dark side. Our latest collection is packed with original designs and the rugged quality you expect from PARANOID. Don't just fit in. Stand out. Explore the new collection [Link].