Brand Tone

Edgy & Rebellious, Creative & Bold, Confident & Assertive, Youthful & Trendy, Inclusive (Community-Oriented)

Brand Values

• •Originality & Creativity
• •Self-Expression & Individuality
• •Attitude & Edge
• •Street Culture Inspired
• •Community

Best Practices

• •Embrace the Edge: Consistently use strong, confident, and slightly provocative language. Avoid overly safe or generic phrasing.
• •Speak to the "Rebel Spirit": Frame products and brand messages around individuality, non-conformity, and making a statement.
• •Prioritize "Attitude" and "Creativity": Ensure copy reflects a creative and attitudinal approach to fashion, aligning with the brand's core vision.
• •Build Community: Use inclusive language ("we," "us," "our community," "PSYCHERS") to foster a sense of belonging.
• •Stay Visually and Verbally Cohesive: Ensure the tone of the copy aligns with the edgy and bold visual style of product photography and graphic design used on the website and social media. Consistency across all channels is key to reinforcing brand identity.

Social Perception

A trendy, edgy, and quality local streetwear provider in Egypt. The perception it seeks to cultivate is that of a brand for individuals who want to express a unique and rebellious attitude through fashion.

Copy Examples

• •Headline: Don't Just Follow Trends. Define Them. Body: Unleash your attitude. Our latest drop is here to tear up the ordinary. Shop PSYCH. Be the statement.
• •Headline: Street Rules. Your Style. Body: Inspired by the raw energy of the streets, built for the bold. PSYCH isn't just clothing, it's a mindset. Wear it loud.
• •Headline: For the Unconventional. By Design. Body: We don’t do boring. PSYCH brings you creative, edgy pieces that scream individuality. Ready to stand out?
• •Headline: Join the PSYCH Ward. Body: This is more than fashion. It’s a movement. Connect with a community that dares to be different. Explore the new collection and find your voice.
• •Headline: Not For The Faint of Heart. Body: PSYCH: Where bold designs meet street-born attitude. If you're ready to make an impact, you're ready for us.