Brand Tone

Edgy, Empowering, and Community-Focused

Brand Values

• •Authenticity & Craftsmanship
• •Community & Support
• •Individuality & Self-Expression
• •Passion & Resilience

Best Practices

• •Embrace the "Misfit Family" Language: Always use inclusive and empowering language. Refer to your community as a "family," "tribe," or "fellow misfits." This reinforces the core value of community and belonging.
• •Lead with Attitude, Follow with Quality: Start your copy with edgy, rebellious language ("wild ride," "rocker attitude") but always back it up by mentioning the handmade quality, durable materials, and in-house craftsmanship to build trust and justify the purchase.
• •Stay Personal and Authentic: Remind customers that the products are made by a real person (Heather). Use "I" or "we" in your storytelling. This personal touch is a major differentiator from larger, faceless brands and aligns with the positive social perception.
• •Use Subculture-Specific Keywords: Infuse your copy with terms that resonate with your target audience, such as "spooky," "witchy," "goth," "rockabilly," "punk," and "pinup." This shows you understand and are a genuine part of the culture, not just marketing to it.
• •Balance Edge with Encouragement: While the tone is rebellious, it's not negative. The core message is one of empowerment and celebrating individuality. End your copy on a positive, action-oriented note that encourages customers to express themselves boldly (e.g., "Wear your weirdness," "Show off your style").

Social Perception

Highly Positive Customer Feedback, Niche Authority, and a Trusted Small Business

Copy Examples

• •Stitch your soul onto your sleeve. 🦇 Our new ‘Midnight Bloom’ patch is handmade for the bold, the weird, and the ones who live for Halloween all year. Stop blending in. Start expressing yourself. #ProjectPinup #HandmadeHorror #AlternativeFashion
• •Your skates are an extension of you. Make them scream your style. 🔥 Our durable, adjustable skate leashes aren't just practical—they're a statement. Handcrafted for rebels on wheels. Shop the collection and carry your skates with attitude. #SkateLeash #RollerSkateStyle #ProjectPinup
• •Founded in 2010, Project Pinup is more than just accessories—it's a rebellion against the mundane. We are a family-run business handcrafting edgy, high-quality gear for the alternative-minded. Everything you see is made with passion, right here in-house, because we believe self-expression shouldn't be mass-produced.
• •Subject: Unleash Your Alter Ego. Ready to rock a new vibe? Our latest drop is here. We've poured all our witchy, punk-rock energy into creating pieces that scream originality. From gothic-inspired bags to patches that bite back, this collection was made for the misfit in all of us. Join the family. Wear your weirdness with pride.
• •Who says florals can't be fierce? This isn't your grandma's flower purse. Our Forest Moth Crossbody Bag is crafted from durable vegan leather and embroidered with a stunningly intricate moth design. It’s the perfect size for your essentials and tough enough for your daily grind. Edgy meets elegant. Handmade in-house, because you deserve one-of-a-kind.