Brand Tone

Energetic and Trendy, Exclusive and Fan-Focused, Bold and Evolving, Authentic and Connected

Brand Values

• •Artistic Expression & Creativity: The merchandise is an extension of Rauw Alejandro's musical and personal style.
• •Fan Connection & Community: Providing fans with tangible ways to support and identify with the artist.
• •Cultural Pride: Incorporating elements of his Puerto Rican heritage.
• •Evolution and Innovation: Constantly exploring new sounds and collaborations, which can extend to merchandise offerings.
• •Authenticity: Emphasizing a genuine connection with his audience.

Best Practices

• •Know Your Audience (The Rauwleños): Use language, slang (moderately), and cultural references that resonate with Rauw Alejandro's young, energetic, and predominantly Spanish-speaking fanbase.
• •Channel Rauw's Energy: Infuse copy with the same dynamism, confidence, and trendiness found in his music and performances. Use strong verbs and an upbeat rhythm.
• •Emphasize Exclusivity and Urgency: Highlight limited editions, tour-specific items, and the 'must-have' nature of the merchandise to drive action.
• •Maintain Authenticity: While being trendy, ensure the language feels genuine to Rauw Alejandro's personal brand and avoids sounding overly corporate or generic.
• •Stay Visually Consistent: Ensure that the tone of the copy aligns with the visuals used on the website and in promotional materials, reflecting the artist's aesthetic (e.g., futuristic, streetwear-inspired, vibrant).

Social Perception

Fans are excited about new merchandise drops, especially exclusive items related to tours and new albums. Mixed perceptions regarding pricing, with some finding items expensive. Pop-up shops and limited-edition items generate significant buzz.

Copy Examples

• •VIBRA ALTA ⚡️ Cop the official [Album/Tour Name] gear now and wear the energy. Limited stock – don't sleep on this drop!
• •RAUW FAM! 🦊 Your exclusive pass to the [Album Name] era is here. Shop the collection and own a piece of the movement.
• •FRESH DROP 🔥 From the stage to your style. The official Rauw Alejandro merch is here. Get yours before it's gone!
• •COSA NUESTRA vibes ONLY. Immerse yourself in the world of Rauw with the new merch line. Authentic, just like the music.
• •LEVEL UP YOUR LOOK 🚀 The latest Rauw Alejandro collection just landed. Designed for the true fans. Shop now!