Brand Tone

Rebellious, resilient, motivational, and authentic. It's gritty, tough, and inspiring, avoiding overly friendly or corporate communication for a direct, provocative, and heartfelt style that reflects challenging times and struggle. It's a challenging and aspirational voice.

Brand Values

• •Resilience and Perseverance
• •Authenticity and Grit
• •Provocative Creativity
• •Courage and Ambition
• •Social Commentary

Best Practices

• •Anchor Everything to the Core Narrative: Every piece of copy should connect back to the story of 'Tough Love', the 'School of Hard Knocks', and learning to 'survive, strive, & thrive'. This narrative is the brand's foundation.
• •Integrate Key Slogans and Phrases: Consistently use powerful brand phrases like 'Dare Something Worthy', 'The War on Love', and 'Truth Bomb' across all platforms to reinforce brand identity and values.
• •Adopt a 'Mentor' Voice, Not a 'Salesperson' Voice: The tone should be motivational and challenging, like a mentor who is tough but wants you to succeed, framing messages as inspiration or calls to action.
• •Maintain Visual and Textual Harmony: Ensure the brand's visual identity—gritty, urban, and often monochrome aesthetics—matches the tough, resilient, and provocative tone of the copy.
• •Engage with Authenticity: Avoid generic corporate responses. Engage with the community directly, being real and staying true to the provocative but heartfelt voice that reflects the brand's values of grit and authenticity.

Social Perception

Perceived as a niche streetwear label with a strong, defiant identity. It appeals to an audience appreciating edgy, thought-provoking designs rooted in struggle and resilience, targeting a specific sub-culture of streetwear enthusiasts.

Copy Examples

• •Some truths are hard. Wear yours. The 'Truth Bomb' tee is for those who aren't afraid to face reality. Cut from premium cotton, because the world is rough enough. #DareSomethingWorthy #UrbanAngelDesigns #SchoolOfHardKnocks
• •Forged in Adversity. Worn with Purpose. This isn't just streetwear. It's a testament to survival. Welcome to the School of Hard Knocks.
• •For the war on love, and other daily battles.
• •They threw you to the wolves and you came back leading the pack. The 'Survivor' Hoodie is your uniform. Built from a heavyweight fleece blend to withstand the cold, inside and out. It’s more than a hoodie—it’s a statement that you’re still here, still fighting. Survive, strive, thrive.
• •Tired of the fake? So are we. Urban Angel Designs creates streetwear born from real-life struggle. No hype. Just creativity fostered from 'Tough Love'. Use code 'LOVENOTWAR' for 10% off your first order and wear something that means something. #Streetwear #Authenticity #DareSomethingWorthy