Verbal Identity
Naming Convention LOCKED
COCKSTOCK — always ALL-CAPS. Never “Cockstock”, never “Cock Stock”.
Xỏ Xinh + Khuyên Đỉnh (Title Case, exact)
Pretty Piercing + Precious Bling (Title Case, exact)
Bilingual Strategy V2.3
Vietnamese leads, English supports. Copy is written in one language at a time — never code-switched within a single sentence. This aligns with B.9 Nguyên tắc bất biến #9 “Trong sáng ngôn ngữ” and reflects the move toward a more premium segment where pretentious Gen-Z mixing reads as try-hard, not fresh.
- Vietnamese is primary for all domestic social, in-store, Shopee communications. Write in full Vietnamese sentences, not Vietnamese-with-English-sprinkles.
- English used for international-facing touchpoints, secondary display tags, and standalone stylistic accents — always as complete English phrasing, never mid-sentence substitutions.
- English subtitles required on all video content (separate layer — not code-switching).
- Permitted exception — proper nouns & anatomical terms: Industry/anatomy words that have no natural Vietnamese equivalent stay in English even inside Vietnamese copy — rook, daith, helix, flat, conch, tragus, titanium, lobe. This is technical vocabulary, not code-switching.
- Banned: decorative mixing like “curated ear của bạn”, “get your piercing xong rồi”, “shop ngay đi bạn ơi”. Either write it fully in Vietnamese (“tai curated của bạn” still bad — rewrite as “phong cách ear curation của bạn”) or fully in English.
Glossary LOCKED
| Term | ✓ Use | ✗ Never |
|---|---|---|
| COCKSTOCK | Always ALL-CAPS | "Cockstock", "Cock Stock" |
| Piercing artist | Staff who pierce | "Technician", "operator" |
| Curated ear | Personalized stacking | "Ear party" (competitor term) |
| Implant-grade | ASTM/APP certified | "Surgical steel" |
| Aftercare | One word | "After-care", "after care" |
| Needle piercing | Our method | "Piercing gun" (never mention guns favorably) |
Capitalization Rules LOCKED
ALL-CAPS
Brand name COCKSTOCK · Article/blog titles · Long-form headings (H2/H3) · Sub-titles · Piercing position labels · Photo annotations · Category headers · Nav items & buttons · Material badges · Hero headlines (contextual toggle with Title Case)
Title Case
Primary tagline (“Xỏ Xinh + Khuyên Đỉnh”) · Hero headlines (contextual) · Shopee product names (naming formula TBD)
Sentence case
Default for body text · Social captions · FAQ content · Emails · Hashtags · Material callouts in prose
Social Media Special Rule
ALL-CAPS vs lowercase toggle based on mood — commanding/announcement energy = ALL-CAPS; casual/relatable/storytelling = lowercase/sentence case.
DO
Use practicaltypography.com as canonical typography reference. Toggle ALL-CAPS vs lowercase on social based on mood.
Messaging Tiers LOCKED
Piercing integrated into daily lifestyle, stacked aesthetically and anatomically fit to you. Where: brand films, about pages, PR
International-standard rooms. Implant-grade (ASTM/APP). Free aftercare + 24/7 medical support. Where: website, SEO, parent content
Pierce. Shop. Aftercare. — The complete COCKSTOCK experience. Where: social CTAs, signage, outros
New drops, seasonal campaigns, Shopee promos, events. Where: social, Shopee, email, in-store
Tone of Voice V2.1
COCKSTOCK giao tiếp với khách hàng như một người bạn nhiệt tình, thông minh — đưa ra gợi ý giúp bạn có phong cách xỏ khuyên và mẫu khuyên ưng ý. Giọng nói thương hiệu nhẹ nhàng hơn là ồn ào, tinh nghịch có duyên hơn là cực đoan. Không quá nghiêm túc — nhưng luôn chuyên môn.
Thứ Tự Ưu Tiên Trong Giao Tiếp
1. Thông tin rõ ràng — clarity first, always. 2. Kết nối với cảm xúc khách hàng — emotional connection. 3. Sự hài hước — humor as the finishing touch, never the lead.
3 Nguyên Tắc Giọng Nói
Tone Spectrum by Context
Warm, playful, conversational. Humor welcome. Vietnamese slang OK where appropriate.
Friendly expert. Lead with curiosity about the customer, not product pitching.
Calm, reassuring, precise. No humor. Clear instructions. “Liên hệ COCKSTOCK nếu có bất kỳ triệu chứng bất thường.”
Authoritative but accessible. Ngôn ngữ bình dân, đơn giản — plain everyday Vietnamese, not clinical jargon.
Professional, appreciative. Highlight mutual value. CSFriends tone.