Brand Tone

Playful, humorous, casual, approachable, trendy, and youthful

Brand Values

• •Comfort
• •Self-expression and individuality
• •Inclusivity
• •Quality
• •Street-inspired style
• •Local pride ('Made in India')

Best Practices

• •Maintain 'Just oversized energy' across platforms to reinforce brand identity.
• •Highlight gender-neutrality or material quality when relevant.
• •Inject personality playfully with humor and conversational style, like the current 'warning' messages.
• •Focus on customer experience and confidence ('you'll look amazing in this shirt').
• •Address the customer directly, making them part of the 'oversized energy' movement.

Social Perception

A brand that is perceived as youthful, trendy, inclusive, and quality-conscious, with a strong connection to Indian culture and a playful, approachable vibe. Perceived to be customer-centric.

Copy Examples

• •Just oversized energy.
• •Warning: may attract actual butterflies and bees!
• •But seriously, you'll look amazing in this shirt.
• •Go big, or go home... to watch more anime in your new favorite tee.
• •Think bold graphics, chill vibes, and that 'Made in India' pride.