Brand Tone

Edgy & Rebellious, Darkly Humorous/Sarcastic, Inclusive & Empowering, Confident & Unapologetic, Informal & Relatable

Brand Values

• •Individuality & Self-Expression
• •Authenticity
• •Creativity & Unique Design
• •Community
• •Embracing the Darkness/Alternative

Best Practices

• •Develop a "Brand Voice" Document: Clearly define the tone (edgy, sarcastic, empowering), key terminology/slang to use (or avoid), and the overall personality. Share this with anyone creating content.
• •Know Your Audience Deeply: Understand their vernacular, their humor, their pain points, and what resonates with them within the alternative subcultures. Your copy should speak their language authentically.
• •Be Consistent Across All Channels: Whether it's a product description, an Instagram caption, a customer service email, or a tweet, the tone should feel like it's coming from the same distinct personality.
• •Embrace Storytelling: Use copy to tell micro-stories that align with the brand's values of individuality, rebellion, and embracing the alternative. Let the products be part of a larger narrative.
• •Review and Refine: Regularly audit your copy across different platforms. Does it still sound like "Pretty Sick Designs"? Is it engaging the target audience effectively? Don't be afraid to tweak and evolve, but always keep the core tone intact.

Social Perception

Niche & Authentic, Cool & Edgy, Good Source for Unique Items, Relatable to Subcultures, Visually Appealing

Copy Examples

• •Normal is a myth. Unleash your actual self with our new [Product Name] tee. Because blending in is boring. Shop the darkness.
• •Spill the tea (or the blood... whatever your preference). What's the one accessory that makes you feel like the baddest witch/punk/creature of the night in the room? Show us your power. #PrettySickStyle
• •Your Coffin or Ours? Either Way, Save 20% This Week.
• •Dress like you're already haunting your dream castle. Pretty Sick Designs – Your Altar Ego Awaits.
• •This isn't your grandma's pearls (unless she was a total badass). Our [Product Name] necklace adds just the right amount of venom to any look. Perfect for summoning spirits or just surviving Monday.