Brand Tone

rebellious, authentic, and exclusive

Brand Values

• •Authenticity
• •Community
• •Support for Artists
• •Cultural Identity
• •Exclusivity

Best Practices

• •Speak to the "In-Group": Always write as if you're talking to a fellow fan. Use established slang and references without over-explaining them. This reinforces exclusivity and community.
• •Prioritize Authenticity Over Polish: Avoid corporate jargon and overly polished marketing language. Keep sentences short, direct, and raw. Minor grammatical "errors" that reflect natural speech can even enhance the tone.
• •Connect Everything to the Music: Frame every product and announcement around the artists and the music scene. The apparel is the byproduct of the culture, not the other way around. Always tag and credit the relevant musicians.
• •Use Strong, Declarative Statements: Employ confident and bold language. Phrases like "Ez az," "Ahogy kell," "Nincs kérdés" (That's it, As it should be, No question) align with the brand's rebellious attitude.
• •Let the Community Drive the Narrative: Actively encourage, feature, and repost user-generated content. Use their photos, their captions, and their language as social proof. This validates the community and reinforces that the brand is "by the fans, for the fans."

Social Perception

highly positive within its target niche and largely unknown outside of it. To its audience, the brand is an essential part of the subculture. It's seen as a legitimate and authentic purveyor of the scene's identity. Wearing UltraGáz apparel is a statement of belonging and a way to support the artists directly. Outside of the Hungarian underground music scene, the brand has virtually no visibility. This is not a weakness but a result of its focused, niche strategy. It does not aim for mass appeal, which reinforces its value to the core audience. There are no significant negative reviews or press, largely due to its contained and dedicated following.

Copy Examples

• •Friss cucc. Ahogy kell. A Patkányok nem alszanak. Az új "Városi Sámán" póló már a shopban. Aki kapja, marja. Link a bioban. #ultragaz #thapatkanyz #eljenaigazi #magyarunderground
• •Támogasd az igazit. Minden eladott cuccal a Tha Patkányz munkáját támogatod. Nincs bullshit, csak a zene és a közösség. Nézz szét a legújabb drop-on.
• •UG Limitált Széria // "Beton Angyal" Hoodie. Csak 50 darab. Amikor elfogy, már késő. Vastag pamut, szitanyomott grafika a hátán. Viseld, ami számít.
• •A héten ez esett be...
• •A ZENE NEM ELÉG? VISELD. // ÚJ THA PATKÁNYZ ÉS UG KOLLEKCIÓ.