Tono de Marca

informal, communal, and darkly humorous, operating as an "in-group" brand using slang, memes, and community-specific references. It is direct, fan-oriented, unapologetic, and fosters a strong sense of belonging.

Valores de Marca

• •Community Focus
• •Niche Identification
• •Unapologetic Fandom
• •Humor as a Connector

Mejores Prácticas

• •Know Your Audience (And Who Isn't): Write for the fan. Use the in-jokes, the lingo, and the shared understanding of the community. Don't try to appeal to everyone; the brand's strength is its niche focus.
• •Lean into Dark Humor, Carefully: The tone is darkly humorous, not purely offensive. The copy should be witty and self-aware. The goal is a shared joke among fans, not to shock for the sake of it. Avoid making light of victims' suffering directly.
• •Focus on Community and Identity: Frame the products not just as clothes, but as membership badges. Use words like "community," "club," "fellow fans," and "we get it" to reinforce the sense of belonging.
• •Balance Between Specificity and Generality: While shirts featuring specific killers sell, the copy can also focus on the broader lifestyle. Promote the act of being a true crime fan (watching shows, drinking coffee, solving mysteries) as this is often less controversial and widens the appeal within the niche.
• •Acknowledge the Niche: Use website and social media copy to create an "insider" feel. Phrases like "If you know, you know" or "For the true crime obsessed" validate the customer's interest and make them feel understood by the brand.

Percepción Social

The social perception is sharply divided: within the target fan community, the brand is seen positively as a way to express interests and foster belonging, praising quality and design originality. Outside this community, there is significant ethical criticism, perceiving the brand as profiting from tragedies, glorifying murderers, and trivializing victims' suffering, with a distinction often made between specific perpetrator imagery and general genre-related slogans.

Ejemplos de Copy

• •Headline: Stay Cozy While You Solve the Case. Body: You've listened to the podcasts, you've watched the documentaries, you've got your own theories. You're basically a detective, you just do it from your couch. Our new ultra-soft hoodie is your official uniform. Perfect for late-night evidence board sessions (or just binging the latest docuseries).
• •Headline: We Were All Thinking It. Body: Let's be real, it's the #1 rule of any good whodunnit. Save yourself the breath and let your shirt do the talking. The perfect icebreaker for your fellow true crime fans. Warning: may cause knowing nods from strangers.
• •Headline: Your Morning Routine is a Vibe. Body: Some people start their day with meditation. You start it by diving into a 40-year-old cold case. Power your investigation with our new ceramic mug. It ’s sturdy enough to handle your strongest brew and the most chilling of tales.
• •Headline: Community Poll: What's the one case that lives in your head rent-free? Body: We all have that one story that we can't shake. The one that sent you down a 3 AM rabbit hole of old newspaper clippings and forum threads. Drop it in the comments. Let's talk about it.
• •Headline: For the Ones Who Get It. Body: Not everyone understands why you'd rather listen to a podcast about a cold case than the top 40 hits. We do. True Crime Clothing is more than just apparel. It's for the community, the late-night theorists, and the arm-chair detectives. This is your club. Welcome home.