Brand Tone

irreverent, bold, humorous, edgy, and unapologetic

Brand Values

• •Self-Expression
• •Individuality/Non-Conformity
• •Boldness/Confidence
• •Humor/Irreverence
• •Authenticity

Best Practices

• •Develop a "Brand Voice Chart": Document Jikofuku's specific tone (irreverent, humorous, bold), key phrases ("clothes that don't shut up," "wear your weird"), words to use, and words to avoid. This serves as a guide for all content creators.
• •Embrace the "Misfit" Persona: Always write from the perspective of someone who understands and celebrates being different, rebellious, and unapologetically themselves. Think like your target audience.
• •Inject Humor and Wit (Appropriately): Utilize dark humor, sarcasm, and clever wordplay that aligns with the designs. Ensure the humor lands well with the target demographic and doesn't become genuinely offensive (unless that's a calculated risk).
• •Be Bold and Direct: Avoid meek or overly polite language. Use strong verbs and declarative sentences. The copy should have an attitude, matching the "unapologetically loud" and "chaos in every thread" ethos.
• •Visual and Textual Cohesion: Ensure the copy on social media, product descriptions, and ads visually and tonally aligns with the graphic designs on the t-shirts. The rebellious and edgy feel of the products should be mirrored in every word.

Social Perception

Customers who resonate with the brand likely perceive it as cool, unique, and a way to express their personality and sense of humor. They appreciate the edgy designs and statements that challenge conventional norms.

Copy Examples

• •Facebook/Instagram Ad: "Tired of blending in? So are we. Jikofuku: Graphic tees for the gloriously out of place. Wear your weird. Shop the chaos. #Jikofuku #Streetwear #BoldNotBoring"
• •Product Description (for "Existence is Pain" T-shirt): "Let's be honest, some days adulting feels like a cosmic joke. This tee gets it. Pair with caffeine and a healthy dose of existential dread. Soft, comfortable, and brutally honest. #ExistenceIsPain #TruthHurts #JikofukuStyle"
• •Email Subject Line: "Your Wardrobe Called. It's Bored."
• •Website Banner: "Jikofuku: Clothes That Don't Shut Up. For those who think 'quiet' is a four-letter word."
• •Pinterest Pin Description: "Embrace the beautiful mess. Our 'Witness To My Own Downfall' tee is for those who navigate life with a smirk. Japanese-inspired streetwear for the boldly flawed. #Jikofuku #GraphicTee #StreetStyle #DarkHumor"