Waru
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Content Strategy for a Tattoo-Inspired Streetwear Brand
WARU is a streetwear brand inspired by Japanese art and tattoo culture. With a focus on high-quality illustrations and minimalistic yet bold designs, WARU aims to carve a niche in the competitive fashion market. This content strategy outlines the brand’s positioning, audience, messaging, and marketing approach to build a strong identity and community.
WARU is a streetwear brand inspired by Japanese art and tattoo culture. With a focus on high-quality illustrations and minimalistic yet bold designs, WARU aims to carve a niche in the competitive fashion market. This content strategy outlines the brand’s positioning, audience, messaging, and marketing approach to build a strong identity and community.
Brand Identity & Discovery Phase
About WARU
Founded in January 2024
Streetwear brand influenced by traditional & neo-traditional Japanese tattoo art
Focus on illustrations and artistic storytelling
Instagram: @waru.dsgn
Challenges & Insights
Lack of an established audience: Unlike tattoo artists who transition into fashion, WARU is building a following from scratch.
Niche still evolving: Currently producing general Japanese-inspired designs but plans to refine its focus.
Competitive market: Other brands leverage exclusivity, strong customer engagement, and visually striking content.
Challenges & Insights
Lack of an established audience: Unlike tattoo artists who transition into fashion, WARU is building a following from scratch.
Niche still evolving: Currently producing general Japanese-inspired designs but plans to refine its focus.
Competitive market: Other brands leverage exclusivity, strong customer engagement, and visually striking content.
Challenges & Insights
Lack of an established audience: Unlike tattoo artists who transition into fashion, WARU is building a following from scratch.
Niche still evolving: Currently producing general Japanese-inspired designs but plans to refine its focus.
Competitive market: Other brands leverage exclusivity, strong customer engagement, and visually striking content.
Competitor Analysis:
WARU analyzed brands some brands to identify best practices:
Strong community engagement (collaborations, giveaways, events.
Consistent artistic identity and storytelling
Balanced mix of product and lifestyle content
Key improvements for WARU:
Enhance customer interaction & brand storytelling
Improve photography quality with lifestyle imagery
Showcase artist behind the brand to build trust
Maintain a clear and recognizable artistic style
Competitor Analysis:
WARU analyzed brands like Itami Anime Clothing, Maxito Clothing Co, and Colorblind Pixel to identify best practices:
Strong community engagement (collaborations, giveaways, events.
Consistent artistic identity and storytelling
Balanced mix of product and lifestyle content
Key improvements for WARU:
Enhance customer interaction & brand storytelling
Improve photography quality with lifestyle imagery
Showcase artist behind the brand to build trust
Maintain a clear and recognizable artistic style
Competitor Analysis:
WARU analyzed brands some brands to identify best practices:
Strong community engagement (collaborations, giveaways, events.
Consistent artistic identity and storytelling
Balanced mix of product and lifestyle content
Key improvements for WARU:
Enhance customer interaction & brand storytelling
Improve photography quality with lifestyle imagery
Showcase artist behind the brand to build trust
Maintain a clear and recognizable artistic style
SMART Goals (Strategic Milestone)
Expand Brand Visibility: Secure two collaborations with national artists or brands within 12 months.
Strengthen Industry Presence: Attend at least one major industry event related to Japanese art or tattoo culture within 10 months, aiming for two per year.
Enhance Visual & Content Production: Upgrade audiovisual production (better photography & video editing) and publish two high-quality projects per month to boost engagement.
Expand Brand Visibility: Secure two collaborations with national artists or brands within 12 months.
Strengthen Industry Presence: Attend at least one major industry event related to Japanese art or tattoo culture within 10 months, aiming for two per year.
Enhance Visual & Content Production: Upgrade audiovisual production (better photography & video editing) and publish two high-quality projects per month to boost engagement.
Brand Voice & Tone
WARU’s communication style is shaped by two archetypes
The Creator (70%): Expressive, passionate, visionary, and artistic.
The Sage (30%): Knowledgeable, insightful, and introspective.
Tone Guidelines
Creative & Authentic: Showcase passion for Japanese folklore and tattoo art.
Engaging & Educative: Share cultural meanings behind designs.
Approachable but Bold: Confident but not overwhelming.
Content Pillars (Key Themes)
WARU’s content is centered on three main storytelling pillars:
1. Japanese Art & Folklore
2. Streetwear Culture
3. Tattoo-Inspired Illustrations
WARU’s communication style is shaped by two archetypes
The Creator (70%): Expressive, passionate, visionary, and artistic.
The Sage (30%): Knowledgeable, insightful, and introspective.
Tone Guidelines
Creative & Authentic: Showcase passion for Japanese folklore and tattoo art.
Engaging & Educative: Share cultural meanings behind designs.
Approachable but Bold: Confident but not overwhelming.
Content Pillars (Key Themes)
WARU’s content is centered on three main storytelling pillars:
1. Japanese Art & Folklore
2. Streetwear Culture
3. Tattoo-Inspired Illustrations
WARU’s communication style is shaped by two archetypes
The Creator (70%): Expressive, passionate, visionary, and artistic.
The Sage (30%): Knowledgeable, insightful, and introspective.
Tone Guidelines
Creative & Authentic: Showcase passion for Japanese folklore and tattoo art.
Engaging & Educative: Share cultural meanings behind designs.
Approachable but Bold: Confident but not overwhelming.
Content Pillars (Key Themes)
WARU’s content is centered on three main storytelling pillars:
1. Japanese Art & Folklore
2. Streetwear Culture
3. Tattoo-Inspired Illustrations
Marketing & Distribution Channels
Primary Platforms
Instagram (Main Channel): 45% Focus on Streetwear, 35% Japanese Art, 20% Tattoo Culture
TikTok: 50% Japanese Community, 25% Streetwear, 25% Tattoo Culture
Creation of a Blog: Deep dives into folklore, tattoo artistry & brand storytelling
Industry Events & Conventions: Community-building & collaborations
Content Types per Channel
Instagram: Product showcases, creative process, Japanese culture insights.
TikTok: Behind-the-scenes, interactive storytelling, styling videos.
Blog: Thought leadership on Japanese folklore, tattoo artistry & streetwear trends.
Primary Platforms
Instagram (Main Channel): 45% Focus on Streetwear, 35% Japanese Art, 20% Tattoo Culture
TikTok: 50% Japanese Community, 25% Streetwear, 25% Tattoo Culture
Creation of a Blog: Deep dives into folklore, tattoo artistry & brand storytelling
Industry Events & Conventions: Community-building & collaborations
Content Types per Channel
Instagram: Product showcases, creative process, Japanese culture insights.
TikTok: Behind-the-scenes, interactive storytelling, styling videos.
Blog: Thought leadership on Japanese folklore, tattoo artistry & streetwear trends.
Primary Platforms
Instagram (Main Channel): 45% Focus on Streetwear, 35% Japanese Art, 20% Tattoo Culture
TikTok: 50% Japanese Community, 25% Streetwear, 25% Tattoo Culture
Creation of a Blog: Deep dives into folklore, tattoo artistry & brand storytelling
Industry Events & Conventions: Community-building & collaborations
Content Types per Channel
Instagram: Product showcases, creative process, Japanese culture insights.
TikTok: Behind-the-scenes, interactive storytelling, styling videos.
Creation of a Blog: Thought leadership on Japanese folklore, tattoo artistry & streetwear trends.
