Brand Tone

Dark, edgy, gothic, bold, and unapologetically undead. Evokes a sense of exclusivity and embraces a darker aesthetic.

Brand Values

• •Originality and Authenticity
• •Dark Aesthetics/Gothic Culture
• •Quality
• •Individuality and Non-Conformity
• •Community

Best Practices

• •Develop a "Dark Lexicon": Create a list of on-brand words and phrases (e.g., "crypt," "shadows," "decay," "haunt," "void," "unhallowed," "brutal," "rot") to consistently infuse the copy with the desired gothic and edgy feel.
• •Speak Directly to the "Dark at Heart": Address the target audience as initiates or members of an exclusive dark culture (e.g., "for black hearts," "souls of the undead").
• •Maintain Consistency: Ensure all copy, from product descriptions to social media posts, consistently uses the established tone and lexicon.
• •Emphasize Originality and Craftsmanship: Highlight the unique designs and quality materials to reinforce the brand's value of authenticity.
• •Encourage User-Generated Content: Foster a sense of community by featuring customer content that aligns with the brand's aesthetic and values.

Social Perception

The brand evokes a positive perception within its niche market, appreciated for its unique designs and product quality. However, broader public perception is limited due to the niche market and name overlap with other entities.

Copy Examples

• •Gothic Streetwear for the Dark at Heart
• •Necrotic drip for the dark at heart
• •Dead Soft Drip
• •Rot In Style
• •Respect the craft — or step aside