Brand Tone

Confident, Edgy, Youthful, Inclusive, Trendy, and Aspirational

Brand Values

• •Individuality/Self-Expression
• •Community/Belonging
• •Quality/Style
• •Boldness/Fearlessness
• •Authenticity

Best Practices

• •Define Your Shark Persona: Create a clear profile of the Shark Society member. Are they rebellious, leaders, silently confident, artistic? Every piece of copy should sound like it’s coming from or speaking directly to this persona.
• •Develop a Core Vocabulary List: Identify keywords, slang (if appropriate and timeless enough), and phrases that resonate with the Shark and Society themes (e.g., bite, depths, current, school, apex, fearless, territory, squad). Use these consistently but naturally.
• •Prioritize Show, Don't Just Tell: Instead of saying we are exclusive, create copy that implies exclusivity through limited drops, members-only perks, or an aspirational tone. Let the attitude shine through the product descriptions and calls to action.
• •Maintain Visual and Textual Harmony: Ensure the tone of the copy matches the visual style of the photography, website design, and social media content. An edgy photo needs edgy copy; a community-focused image needs inclusive language.
• •Engage Authentically: When interacting on social media or responding to customers, maintain the established brand voice. If the tone is confident and slightly provocative, don't switch to overly formal or generic customer service language. Train anyone writing on behalf of the brand to embody this voice.

Social Perception

Likely young adults and teenagers interested in streetwear fashion, urban culture, and making a statement with their clothing. Customers who align with the brand's aesthetic and values will likely perceive it as cool, stylish, and a reflection of their identity. They might see it as a way to join an exclusive or like-minded group.

Copy Examples

• •Instagram Post (New Hoodie Launch): Stop blending in. The new [Hoodie Name] just dropped. Built for the bold. Worn by the society. Cop yours before it's bait. 🦈 #SharkSocietyLB #StreetwearKings #OwnTheStreets
• •TikTok Video Teaser (Behind the Scenes): (Fast cuts of design process, a model looking cool in the gear, cityscapes) More than just threads. It's a mindset. Shark Society loading... ⏳ #SharkSociety #NewCollection #StreetFashion #BeTheShark
• •Website Homepage Banner: WE ARE THE SHARK SOCIETY. Not for the faint of heart. Dress with bite. Join the movement.
• •Email to Subscribers (Exclusive Offer): You're in the inner circle. As part of the Society, get first dibs on the [Product Name] restock + an exclusive 15% off. Code: SHARKFAM. Don't sleep on this. 🌊
• •Product Description (T-Shirt): The [T-Shirt Name] Tee: Unapologetically loud. Crafted for comfort, designed to dominate. This isn't just a t-shirt, it's your new skin. Wear it and let them hear you coming. Limited run – because conformity is not in our DNA.