Brand Tone

mystical, empowering, inclusive, slightly rebellious, conversational, community-building

Brand Values

• •Individuality and Self-Expression
• •Inclusivity
• •Affordability & Accessibility
• •Spirituality & Mysticism
• •Empowerment

Best Practices

• •Maintain the Mystical Lexicon: Consistently use words and phrases that align with the brand's mystical and spiritual identity, such as "enchant," "aura," "magic," "sanctuary," "empower," and "legendary." This reinforces the brand's unique world.
• •Foster Community and Inclusivity: Directly address the audience as a community (e.g., "our wicked customers," "our coven," "our tribe"). Reiterate messages of inclusivity to make new and existing customers feel welcome and understood.
• •Focus on Empowerment, Not Just Products: Frame product descriptions and ads around the idea of self-expression and empowerment. The product is a tool for the customer to express their inner self, not just a material item.
• •Stay Conversational and Approachable: While the themes are dark and mystical, the tone should remain accessible and friendly. Avoid overly archaic or dense language that could alienate a broader audience. The goal is to be an inclusive guide into this alternative world.
• •Be Consistent Across All Channels: Ensure the brand voice is uniform, whether it's on a product page, a social media caption, or a customer service email. This builds trust and a strong, recognizable brand personality.

Social Perception

Positive among its target audience. Customers appreciate the unique and "fabulous" products. Reviews often mention good service and communication. The brand is seen as a legitimate and safe online store, cultivating a loyal following through its consistent thematic focus.

Copy Examples

• •Unleash the magic within. Our new Lunar Phase Amethyst Pendant isn't just an accessory; it's a conduit for your inner power. Let its energy guide you. Tap to shop and ignite your aura.
• •Dare to be legendary. For those who walk their own path and breathe their own fire. Our Forged Dragon's Claw ring is a symbol of untamed strength. Free shipping worldwide. Claim yours now.
• •Your sanctuary, your rules. Transform your space into a haven of mystique and wonder with our new collection of gothic tapestries and enchanted candles. Make your fantasy a reality.
• •They say eyes are the window to the soul. We say, make them mesmerizing. Our new blue light blocking glasses protect your vision while amplifying your vibe. #WickedTender #GothStyle #AltFashion #IgniteYourAura
• •Subject: Welcome to the coven, [Customer Name]. You're not just a customer; you're one of us now. Here, we embrace the shadows and celebrate the unique spirit that makes you, you. Explore our latest arrivals and continue to build a style that tells your powerful story.