Brand Tone

Edgy & Rebellious, Energetic & Passionate, Community-Focused, Authentic, Direct & Unapologetic, German-Centric

Brand Values

• •Self-Expression & Individuality
• •Connection to Music Culture
• •Quality & Sustainability
• •Boldness & Creativity
• •Community & Belonging

Best Practices

• •Deeply understand the techno and rave subculture – its language, values, and what resonates. Use slang and references authentically (but avoid overdoing it if targeting a broader audience with English copy).
• •Maintain the rebellious, energetic, and slightly dark/mysterious tone that aligns with the brand's aesthetic and the techno scene. Avoid generic or overly corporate language.
• •Connect the clothing back to the experience of raving, the music, and the community. Sell the feeling and the identity, not just the garment.
• •Use strong verbs and confident statements. The copy should feel as energetic and unapologetic as the music culture it represents.
• •Ensure the visuals and text work harmoniously. The copy should enhance the edgy, atmospheric imagery typically used. If mentioning sustainability, be specific and genuine.

Social Perception

Niche & Specific, Authentic within its Niche, Youthful & Energetic, Potentially Underground, Positive (within its target market)

Copy Examples

• •Headline: Lose Yourself. Find Your Tribe. Tom Cline. Body: Beyond the beat. Beyond the lights. This is more than clothing. It's your second skin for the rave. Shop the new collection.
• •Headline: We Speak Techno. Body: From the underground, for the underground. Our latest drops are inspired by the unfiltered energy of the rave. Wear it loud.
• •Headline: Sustainably Loud. Ethically Made. Body: Rave hard, tread light. Our gear is crafted from organic cotton, because the future of the party depends on the future of the planet.
• •Headline: Not For The Faint Of Heart. Or The Quiet Types. Body: This is Tom Cline. Designs born from basslines and built for the night. Are you in?
• •Headline: Your Rave Uniform, Redefined. Body: Forget blending in. Our collections are designed to make you a part of the spectacle. Express your energy. Shop now.