Brand Tone

Edgy & Irreverent, Passionate & Authentic, Creative & Visually Driven, Pop-Culture Savvy, Direct & Confident

Brand Values

• •Originality & Artistry
• •Quality
• •Authenticity
• •Pop Culture Engagement
• •Craftsmanship

Best Practices

• •Embrace the Vernacular: Use language and references that resonate with horror, sci-fi, rock, comic, and Kustom Kulture enthusiasts. Don't be afraid of a little slang or edginess where appropriate.
• •Highlight Authenticity & Craftsmanship: Consistently mention that the designs are hand-drawn and not AI-generated. Emphasize the screen-printing process and the quality of the materials.
• •Be Visually Evocative: Use descriptive language that paints a picture, drawing on the grotesque, the visceral, and the cinematic influences apparent in the art.
• •Maintain a Confident & Direct Voice: Speak with authority about the art and its unique qualities. The tone should be self-assured, reflecting the artist's clear vision.
• •Show, Don't Just Tell (with a bit of attitude): Instead of saying "our designs are cool," use copy that *implies* they are cool through vivid descriptions and by tapping into the cultural coolness of the influences. Let the passion for the art and its inspirations shine through.

Social Perception

Paul Felmer is perceived as a talented and multifaceted visual artist with a distinctive style, involved in various creative fields from illustration and design to film direction and post-production. His store is seen as a source of high-quality, unique, and artistically designed merchandise. His active presence on Instagram and TikTok likely fosters a direct connection with his audience, making the brand feel more personal and engaging.

Copy Examples

• •Headline: Unleash Your Inner Monster. Body: Tired of a.i.-generated boredom? Our gear is hand-drawn, hand-printed, and 100% human-made. Rock designs born from horror, kustom kulture, and a love for the beautifully grotesque. This ain't your average merch. This is Paul Felmer. Call to Action: Shop Now & Wear Your Weird.
• •Headline: Art That Bites Back. Body: From sketchbook to screen-print, every Paul Felmer piece is a slice of raw creativity. Influenced by the masters of macabre and the gods of rock, our designs are made to make a statement. Quality you can feel, art you can live in. Call to Action: Explore the Collection.
• •Headline: Lowbrow Aesthetic, High-Quality Craft. Body: We believe in art that's irreverent, visceral, and unapologetically bold. Paul Felmer brings his signature Lowbrow style to life on premium tees and prints, meticulously crafted for those who dare to be different. No algorithms, just pure artistic vision. Call to Action: Get Your Fix.
• •Headline: Fresh Ink. Killer Style. Body: New designs dropping straight from Paul Felmer's twisted imagination. Inspired by classic horror, sci-fi, and the rebel spirit of Kustom Kulture. Each piece is a limited run, screen-printed with passion. Don't be a ghost. Call to Action: Cop the Latest Drop.
• •Headline: More Than Merch. It's a Statement. Body: Paul Felmer isn't just a name; it's an attitude. Our designs are steeped in cinematic nightmares, comic book chaos, and rock 'n' roll rebellion. Hand-drawn, hand-printed, and packed with personality. This is wearable art for the unafraid. Call to Action: Find Your Edge.