Brand Tone

Edgy, minimalist, and confident, aiming to appeal to a counter-culture sensibility and appear fashion-forward and unique.

Brand Values

• •Originality: Offering unique and unconventional designs.
• •Exclusivity: Cultivating an image of a niche, sought-after brand.
• •Aesthetic Focus: Prioritizing a strong visual identity.

Best Practices

• •Align actions with words: Prioritize transparent and ethical operations, including reliable shipping and customer service, to bridge the gap between projected image and actual business practices.
• •Embrace transparency: Clearly and proactively communicate potential issues, such as long shipping times, rather than relying on an aloof persona.
• •Engage with customer feedback: Address concerns and provide solutions for all feedback, building trust and demonstrating customer value.
• •Build a real community: Foster genuine engagement through user-generated content (from satisfied customers), contests, and dialogue with the audience.
• •Humanize the brand: Reveal more about the people behind the brand, the design process, or the brand's mission to build trust and authentic connection.

Social Perception

Sharply divided and largely negative. A segment perceives it as a legitimate and trendy streetwear label, fueled by influencer marketing. However, a significant group perceives it as a fraudulent entity or scam due to non-delivery, financial losses, and poor customer service, flagged by multiple scam-tracking websites.

Copy Examples

• •Chaos, but make it fashion. The new [Product Name]. Not for the faint of heart. #WorstCase
• •Your wardrobe's best nightmare. The GOAT Tabis. Link in bio. #WorstCase
• •In a world of best-dressed lists, we're the 'Worst Case' scenario. Shop the collection.
• •Don't play it safe. Your new favorite shoes are here.
• •Engineered for the unconventional. A design that challenges the status quo. Wear it if you dare.