Brand Tone

Spooky-chic, casual, and community-centric, characterized by gothic and horror-themed vocabulary used in an endearing and trendy way. The tone is friendly, personal, enthusiastic, appreciative, modern, and visually expressive.

Brand Values

• •Celebrating "Spooky" & "Hygge" Culture
• •Passion & Authenticity
• •Community & Connection
• •Quality within Affordability
• •Supporting Small Business

Best Practices

• •Develop a "Brand Lexicon" Document: Create a shareable document that lists core brand terms ("ghoul," "spooky mail," "book dragon," "hygge horror") and defines when and how to use them. Include a list of "off-brand" words to avoid (e.g., "formal," "corporate," "professional").
• •Always Write in the "Spooky-Chic Friend" Persona: Whether it's a product description, an email, or a social media reply, write as if you are a friend sharing something cool and spooky. Keep the tone personal, enthusiastic, and slightly playful, just like the owner's sign-off.
• •Use Storytelling in Product Descriptions: Don't just list features. Tell a small story or paint a picture. For a "Black Cat Apothecary" shirt, describe the feeling of a mystical, cozy shop, not just the fabric type. This reinforces the "hygge horror" value.
• •Engage with the Community Using the Brand Tone: When replying to comments on Instagram or TikTok, use the brand's unique vocabulary. If someone posts a picture of their order, respond with, "So glad your spooky mail arrived safely, ghoul!" This reinforces the community and makes followers feel like insiders.
• •Ensure Visuals and Copy are Aligned: The spooky, dark, and cozy aesthetic of the brand's visuals should always match the copy. The language used in a bright, sunny-looking Instagram post would feel jarring. The copy must always support the visual mood, and vice-versa, to maintain the "hygge horror" identity.

Social Perception

Somewhat mixed. Positive perception on platforms like TikTok from its target audience, who express excitement for the brand's aesthetic and curated experience. Negative perception stems from a detailed YouTube review highlighting low product quality, unfulfilled requests, and long processing/shipping times.

Copy Examples

• •Ghouls, get cozy! Our new 'Book Dragon' crewneck has officially dropped. Perfect for those chilly nights when all you want to do is curl up with a spicy story. Made for the ultimate booktrovert. Tap to shop and unleash your inner dragon! #SpicyDragonCo #BookDragon #HyggeHorror #SpookySeason
• •The Perfect Blend of Hygge and Horror. Welcome, ghoul. Shop our collection of spooky-chic apparel and embrace your cozy, creepy side. Worldwide shipping available.
• •Feeling brave? Let us curate the perfect spooky surprise for you. Our Mystery Grab Bag is filled with a hand-picked selection of our favorite things. It could be a tee, a beanie, or other ghostly goodies! Will you take a chance on the unknown? Embrace the mystery and get your spooky mail delivered.
• •Not Your Average Apparel. Tired of the same old styles? At Spicy Dragon Co., we celebrate the spooky all year round. From our 'Rot Therapy' crewnecks to our 'Female Dragon' tees, our clothes are made for those who walk on the darker side of cute. Tap 'Shop Now' to find your new favorite thing. Stay spicy!
• •A Spooky Good Sale Is Happening NOW!