Brand Tone

Rebellious & Non-Conformist, Dark & Edgy, Creative & Expressive, Youthful & Trendy, Informal & Direct, Potentially Niche/Underground

Brand Values

• •Individuality & Self-Expression
• •Creativity
• •Community/Subculture Affiliation
• •Alternative Aesthetics
• •Empowerment (potentially)

Best Practices

• •Develop a Style Guide: Clearly define the brand's voice, key terminology (e.g., "spooky," "dark," "rebellious"), preferred and avoided words, and grammatical style. Share this with anyone creating content.
• •Know Your Audience Deeply: Understand the language, slang (if appropriate), and cultural references of the alternative subcultures you're targeting. Speak their language authentically.
• •Embrace Thematic Storytelling: Use words and imagery that evoke the desired dark, edgy, and expressive feel. Think about the "story" each product or collection tells.
• •Be Consistent Across All Channels: Whether it's website copy, product descriptions, (future) social media, or customer service interactions, the tone should remain consistent to build a strong brand identity.
• •Review and Refine: Regularly audit your copy to ensure it still aligns with the brand tone and resonates with your audience. Don't be afraid to evolve, but do so intentionally.

Social Perception

Niche Appeal, Potential for Obscurity, Name Connotation, Association with Mentorship

Copy Examples

• •Homepage Banner: Dare to be different. Unleash your shadows with The Lunatick Kids. New arrivals in gothic & punk essentials now.
• •Product Description (e.g., for a choker): More than an accessory, it's a statement. Our 'Midnight Kiss' choker wraps your neck in dark elegance. Perfect for nights you own.
• •Social Media Post (if active): Normal is an illusion. What dark magic are you conjuring today? Show us your Lunatick style! #LunatickKids #AltFashion #GothStyle #PunkRock
• •Email Subject Line (for a sale): Wicked Deals Inside! Your Next Dark Look Awaits (Don't Scream).
• •About Us Snippet (if developed): The Lunatick Kids: For the rebels, the misfits, the beautifully strange. We're not just a store; we're a haven for your authentic, unapologetic self. Dress loud. Live louder.