Brand Tone

Darkly whimsical, theatrical, rebellious, fantastical, pseudo-Victorian, gothic, and at times, confrontational. It aims to be empowering for those who feel like outsiders.

Brand Values

• •Individuality
• •Rebellion against societal norms
• •Empowerment of the marginalized (particularly women)
• •Artistic expression
• •Finding beauty in darkness
• •Creating a unique fantasy world

Best Practices

• •Embrace the Narrative: Consistently weave elements, characters, and language from The Asylum for Wayward Victorian Girls and Emilie Autumn's lyrical world into all copy. Use terms like Inmates, Plague Rats, The Asylum, Victoriandustrial to reinforce the brand identity.
• •Balance Darkness with Empowerment: While the themes are dark and gothic, the underlying message should lean towards empowerment, rebellion with a purpose, and finding strength in being different. Avoid gratuitous negativity; focus on the beauty within the perceived madness.
• •Maintain a Theatrical and Whimsical Voice: Use evocative, descriptive language that paints a picture. Incorporate a sense of drama, historical fantasy, and dark fairytale. A slightly archaic or formal turn of phrase can enhance the Victorian element, but keep it accessible.
• •Authentic Engagement (Use with Caution and Strategy): When engaging directly (e.g., social media replies), ensure the voice remains consistent with the established persona. Given past criticisms, ensure this engagement is managed carefully to avoid alienating followers, focusing on positive community building around the shared lore.
• •Visual and Textual Cohesion: Ensure the copywriting's tone is strongly reflected in the visual elements used alongside it (e.g., product photography, social media graphics). The overall aesthetic should be a unified Victoriandustrial or Fantasy Rock experience.

Social Perception

A niche, gothic, and theatrical brand tied to an alternative music artist, with a devoted fanbase and some critical observers.

Copy Examples

• •For a new jewelry piece: Adorn yourself with relics from the Asylum. Each piece a whisper of rebellion, a sparkle of defiance in a world that demands conformity. Unlock your inner outcast. #AsylumEmporium #VictoriandustrialJewelry
• •For a tea blend: Brew a cup of defiance. Our exclusive 'Mad Tea Party' blend – a chaotic swirl of comfort and whimsy for the beautifully unhinged. Sip and escape the ordinary. #AsylumTea #EmilieAutumn
• •For The Asylum for Wayward Victorian Girls book: Dare to turn the page? Within these walls, sanity is a construct and freedom is found in madness. Discover the secrets of The Asylum. Are you committed? #TheAsylumBook #EmilieAutumnOfficial
• •For apparel: Wear your scars like stripes. Our latest garment, stitched with the spirit of the Asylum – for those who refuse to be invisible. Embrace your story. #AsylumCouture #FightLikeAGirl
• •General Brand Post (Instagram): The gates of the Emporium are always open for the beautifully bizarre. Find your tribe, your treasures, your true self. What Asylum artifact calls to you today, Inmate? #TheAsylumEmporium #EmilieAutumn #PlagueRats