Brand Tone

Darkly humorous and witty, laid-back and aloof, raw and unpolished, and cryptic and esoteric.

Brand Values

• •Authenticity & Self-Reliance (DIY Ethos)
• •Non-Conformity & Individuality
• •Creativity & Unpredictability
• •Resilience & Adaptability
• •Community

Best Practices

• •Embrace the Lingo: Consistently use brand-specific terms like "Groggy Pack," "Sharks," "Shark Nation," "Black Cloak Lifestyle," and "Peace Kehd." This rewards dedicated fans and strengthens the community's identity.
• •Maintain the "Us vs. Them" Frame: Position the brand as an alternative to the mainstream. Use language that suggests exclusivity and a shared secret with the audience. Phrases like "If you know, you know" or "Not for everyone" reinforce this value.
• •Use Witty, Understated Humor: The tone should be clever but never try too hard. Pair sophisticated vocabulary with mundane or grimy subjects. The humor is in the contrast, not in outright jokes.
• •Prioritize Authenticity Over Polish: Let the copy be a little rough around the edges. Avoid overly slick marketing language. The voice should sound like it's coming directly from Matter Ov Fact and EP confident, laid-back, and slightly aloof.
• •Focus on the Craft and DIY Spirit: Always highlight the in-house, self-reliant nature of the brand. Mentioning that they produce their own music and run their own label reinforces the core value of authenticity and hard work that the fanbase admires.

Social Perception

The Doppelgangaz are perceived as highly respected, consistent, and unique underground hip-hop mainstays. They are seen as authentic throwbacks, offering a fresh twist on '90s boom-bap, and creative world-builders who have cultivated their own distinct universe and language. While their lyrical content might be divisive for some, this is often seen within their established artistic personas.

Copy Examples

• •Built for the chill of the dumpster dive. The new Shark-tested hoodie is now lurking in the store. Cloak up before they vanish into the fog. Link in bio. #Doppelgangaz #GroggyPack #BlackCloakLifestyle
• •Sounds from the Basement. On Wax. The official soundtrack for navigating parts unknown. Twelve tracks of dusty, unpolished boom-bap, produced and assembled entirely in-house by Matter Ov Fact and EP. Each crackle and hiss is intentional. This isn't for everyone and that's the point. Feed your turntable. #LoneSharks
• •The Doppelgangaz are emerging from the shadows...
• •Tired of the polish? Get groggy. For those who prefer their hip-hop raw, witty, and unapologetically weird. The Doppelgangaz have been serving the Shark Nation for over a decade. If you know, you know. If you don't, it's time to dive in. Listen to the new album, 'Black Cloak Lifestyle,' now.
• •We are The Doppelgangaz. We make our own beats. We write our own rhymes. We answer to no one but the Shark Nation. It's a Groggy Pack thing. You're either with us or you're not. Peace Kehd.