Brand Tone

Provocative & Edgy, Bold & Expressive, Street-Smart & Modern

Brand Values

• •Self-Expression & Individuality
• •Provocation & Challenging Norms
• •Quality & Design
• •Authenticity (implied)

Best Practices

• •Embrace the Edge: Consistently use language that is bold, slightly provocative, and confident. Don't shy away from the 'vice' theme but use it intelligently to empower, not just shock.
• •Focus on Individuality and Rebellion: Frame products as tools for self-expression and for challenging conventions. Speak directly to the customer who wants to stand out.
• •Maintain a 'Street' Vernacular (Authentically): Incorporate contemporary, urban language where appropriate, but ensure it feels authentic to the brand and isn't forced. Understand the slang and communication style of the target streetwear audience.
• •Highlight Quality and Exclusivity (Subtly): While the tone is edgy, remind customers of the 'premium quality,' 'heavyweight' materials, and unique designs. This justifies the 'designer' aspect.
• •Be Consistent Across All Channels: Ensure the provocative and expressive tone is maintained from website copy and product descriptions to social media posts, email marketing, and even customer service interactions. The tagline 'EVERYONE HAS A VICE' should be a recurring motif.

Social Perception

Niche Streetwear Appeal, Positive Reseller/Marketplace Feedback, Emerging Brand

Copy Examples

• •Headline: YOUR VICES. YOUR RULES. Body: Unleash what they tell you to hide. Premium streetwear for the unapologetic. Shop the new collection – if you dare. Call to Action: EMBRACE YOUR EVIL VICE.
• •Headline: SOCIETY HAS LABELS. WE HAVE GEAR. Body: They whisper. Let them. Our latest drop is for those who live louder. Heavyweight cotton, graphics that speak truths. Call to Action: DEFINE YOURSELF.
• •Headline: TEMPTATION LOOKS GOOD ON YOU. Body: Indulge in designs that explore the forbidden. The new Evil Vice line is here to challenge everything. Quality that lasts longer than your inhibitions. Call to Action: GIVE IN.
• •Headline: NORMAL IS AN ILLUSION. YOUR VICE IS REAL. Body: Crafted for the bold, the misunderstood, the authentic. This isn't just clothing, it's a statement. 'Everyone has a vice.' What's yours? Call to Action: DISCOVER THE COLLECTION.
• •Headline: BEYOND GOOD. BEYOND EVIL. BEYOND ORDINARY. Body: Step into a realm where self-expression reigns supreme. Evil Vice delivers provocative designs and premium construction for those who walk their own path. Call to Action: SHOP NOW & UNLEASH.