Dice Before Death

Brand

Dice Before Death is a D&D (Dungeons and Dragons)-inspired streetwear and tabletop merchandise brand based in the UK.

Unlike traditional D&D clothing brands, their focus lies in the art of subtlety. They cater to those who seek a departure from clichéd and overt branding in favour of a carefully crafted aesthetic that pays homage to classic D&D themes and motifs.

They also create and distribute D&D-inspired merchandise, including custom dice sets, rolling trays, card games, jewellery and more.

With a carefully crafted aesthetic and a bottomless pit of tabletop knowledge, Dice Before Death seeks to transcend the ordinary and resonate with the chosen few.

Brief

I was tasked to write a number of product descriptions for DBD’s products, from dice sets to clothing, as well as create a distinct tone of voice (TOV).

A lot of time went into crafting their TOV, which ended up being comedically dark and whimsical. The copy across their site is descriptive, evocative, and often poetic, creating a sense of intrigue and fascination, particularly around the dice sets.

Overall, we succeeded in creating a TOV that maintains a playful, edgy and somewhat sarcastic tone that appeals to avid D&D players.

Result

Dice Before Death’s products are now equipped with tonally-accurate and engaging copy across their website that speaks directly to their target audience.