Brand Tone

Dark, introspective, provocative, stoic, raw, unfiltered, serious, deliberate, and coded. Complete absence of humor or lightheartedness.

Brand Values

• •Radical Authenticity
• •Resilience and Acceptance
• •Counter-Cultural Rebellion
• •Community for the Misunderstood

Best Practices

• •Use Coded Language
• •Embrace the Dichotomy
• •Maintain a Stoic, Serious Tone
• •Foster an 'In-Group' Mentality
• •Be Transparent About the Process

Social Perception

Polarized; for its target niche, it's a legitimate, unique, alternative apparel provider, fostering belonging to an exclusive subculture. For outsiders, the obscurity, unconventional naming, long shipping times, and lack of traditional social proof create skepticism, often questioning legitimacy. Perceived as high-risk but potentially high-reward for those who connect with its message.

Copy Examples

• •Clinical Criminal Chronicles: Apparel for the beautifully defiant. This is not for everyone.
• •Product ID: 89955654225522. A uniform for the serene chaos within. Crafted for resilience. Universal Unisex fit.
• •From the pathway to peace, a new chronicle. For those who enjoy one moment at a time. Collection drops Friday. #ProudOfInsanity #ClinicalCriminal
• •They diagnosed us. They judged us. They misunderstood us. We found strength in the label and serenity in the struggle. This is not just a clothing brand; it's a testament. Be proud of your insanity.
• •You are part of the chronicle. A new chapter is available now. Limited pre-order for those who know.