Brand Tone

Dark & Atmospheric, Authentic & Raw, Direct & Fan-Centric, Introspective & Emotional

Brand Values

• •Emotional Honesty & Vulnerability
• •Artistic Integrity & Evolution
• •Connection with Audience
• •Self-Expression
• •Quality

Best Practices

• •Embrace the Emotive Core: Use language that reflects the emotional depth and introspection of the band's music. Words like "raw," "unfiltered," "catharsis," "haunting," and "intense" can be effective when appropriate.
• •Stay Authentic and Direct: Avoid overly corporate or salesy language. Be straightforward, especially in product descriptions and calls to action, much like the band's direct communication style.
• •Visually Align with the Music's Aesthetic: Ensure copy complements the dark, atmospheric, and often artistic visuals associated with the band and their merchandise.
• •Speak to the Fan Community: Use inclusive language ("we," "us," "you") that acknowledges the shared connection between the band and its supporters. Reference song titles, lyrics, or album themes where relevant to deepen this connection.
• •Maintain a Hint of Intensity/Edge: Even in straightforward announcements, retain a subtle undercurrent of the band's characteristic edginess and passion, fitting the metalcore genre. This doesn't mean being aggressive, but rather confident and unapologetic.

Social Perception

Fans deeply connected to the band's emotional honesty and lyrical depth. Recognized as a significant act in the metalcore scene, noted for their dynamic sound and willingness to explore diverse musical elements.

Copy Examples

• •Wear the abyss. New [Album/Song Title] inspired tee available now. Limited run.
• •You asked. We listened. The [Hoodie Name] is back. Embrace the familiar darkness.
• •The sound of [Album Title], etched in [Color] vinyl. Experience the raw emotion, again. Shop the drop.
• •In your element. In our threads. Tag us in your TPIY merch. #ThePlotInYou
• •A little darkness, for a little less. Select merch on sale now.