Brand Tone

Edgy & Understated (confident, direct, concise, minimalist), Exclusive & Enigmatic (cool, slightly detached, avoids salesy language, creates intrigue), Authentic (genuine to subcultures, uses relevant slang/references).

Brand Values

• •Individuality & Self-Expression
• •Artistic Integrity
• •Community
• •Quality over Quantity

Best Practices

• •Embrace Brevity: Keep captions and headlines short, direct, and impactful. Use single words or short phrases to create emphasis (e.g., "Unleashed," "The Void," "Never Conform").
• •Focus on the Narrative, Not the Product: Sell the story behind the design. Instead of "Buy this high-quality cotton t-shirt," use copy like, "Inspired by the rage of a fallen god." Let the product's quality speak for itself through visuals.
• •Maintain an Exclusive Vocabulary: Use a consistent set of words that reinforce the brand identity, such as "Limited," "Drop," "Collection," "Chapter," "Exclusive," and "Chaos." This creates a lexicon for your community.
• •Ask Questions that Create Intrigue: Engage the audience with enigmatic questions rather than direct calls to action. For example, instead of "What do you think of our new design?" try "Are you ready for what's next?"
• •Let Visuals Do the Heavy Lifting: Your copy should complement, not describe, your visuals. The tone is understated, so trust that your powerful product photography and graphics will capture attention. The copy is there to add a layer of mystique and urgency.

Social Perception

Wickedd is perceived as a 'cool' and desirable niche brand, known for its high-quality and unique graphic designs. There's a sense of Kuwaiti pride for this homegrown brand, and it is seen as aspirational, aligning wearers with an edgy and artistic identity, creating an 'if you know, you know' appeal.

Copy Examples

• •CHAOS. The new chapter is here. Limited run. Link in bio.
• •Wear Your Narrative. The FW25 Collection.
• •Subtlety is Overrated. Inspired by the legends of Shonen. Crafted for the streets. Shop the new Wickedd KAI hoodie before it's gone.
• •Restock alert. The 'Oni' Tee is back. You know the drill. wickedd.net/oni-tee
• •An Exclusive Drop for The Wickedd List.