Brand Tone

Authentic, Edgy & Bold, Passionate, Direct & Unapologetic, Community-Oriented (within its niche)

Brand Values

• •Authenticity: Staying true to the roots and aesthetics of American Traditional tattoo art.
• •Quality: A stated commitment to producing high-quality goods and not cutting corners.
• •Artistic Integrity: Prioritizing genuine artwork from traditional tattoo artists.
• •Self-Expression & Individuality: Offering products that allow customers to express their personal style and appreciation for tattoo culture.
• •Passion & Dedication: Stemming from the founders' personal interests in skateboarding, music, and tattooing. The brand was started because they felt they could offer something better and more authentic than what was available.

Best Practices

• •Embrace the Vernacular: Use language and references authentic to tattoo culture (e.g., "flash," "inked," "traditional"). Avoid overly corporate or generic phrasing.
• •Stay True to the Roots: Continuously emphasize the American Traditional tattoo artistry and the brand's origins. Let the passion for the art form shine through.
• •Be Direct and Confident: The tone is bold and unapologetic. Copy should be clear, concise, and self-assured, reflecting the brand's strong identity.
• •Highlight Quality and Artistry: Reinforce the value proposition of high-quality materials and designs created by genuine tattoo artists. This justifies the products beyond just aesthetics.
• •Visual-Verbal Cohesion: Ensure the copy consistently complements the strong visual identity of traditional tattoo art. The words should feel like they belong alongside the imagery.

Social Perception

Niche Appeal, Art-Focused, Quality Association, Authentic Representation, Potential for Confusion

Copy Examples

• •Unapologetically traditional. Our new [Product Name] tee, inked by Alex Duquette. Built to last, just like a good tattoo. Wear it 'til you take it to the grave. Link in bio.
• •Your home is a canvas. Decorate it with art that speaks your language. Our American Traditional tattoo-inspired home goods are designed by tattooers, for those who live and breathe the culture. Shop the collection – before it’s six feet under.
• •No fakes, no fads. Just timeless traditional. 🔥♠️ Get your hands on our [Product Name]. #TakeToTheGrave #TraditionalTattoo #TattooArt #Streetwear
• •TAKE TO THE GRAVE: Authentic American Traditional Artwork. Quality Goods. Built with integrity, worn with pride.
• •Fresh Ink: The New Collection You'll Take To The Grave Is Here.