Brand Tone

provocative, rebellious, dark, sexually explicit, and, at times, aggressive or confrontational

Brand Values

• •non-conformity
• •freedom of expression (however controversial)
• •a sense of community for outcast youth

Best Practices

• •Unyielding Provocation: Consistently use language and imagery that challenges norms and sensibilities.
• •Dark & Edgy Aesthetics: Maintain a visual style that incorporates dark colors, gothic or horror-inspired motifs, and sexually suggestive imagery.
• •Insider Language/Slogans: Utilize lyrics, catchphrases, and inside jokes familiar to the core fanbase.
• •Confrontational Stance: Frame messaging in a way that acknowledges and even revels in outsider status or negative perceptions from the mainstream.
• •Focus on Rebellion/Non-Conformity: Emphasize themes of individuality at any cost, and rejection of societal expectations.

Social Perception

extremely negative

Copy Examples

• •Embrace the shadows. Wear your defiance. Shop enjoydeath.net.
• •Normal is a fairy tale. Unleash your true self. New merch at enjoydeath.net.
• •They hate what they don't understand. Let them stare. enjoydeath.net.
• •Sinners Are Winners. Own it. enjoydeath.net.
• •Life's a horror show. Dress the part. Explore the darkness at enjoydeath.net.