I saw in an interview Tyshawn mentioned he likes reading books about money and success. I have a feeling there was a chapter about branding that grossly over simplified the process of creating a brand. Like the book was under the assumption that it was be some average joe shmuck starting a small business in their hometown. Simple name and instantly readable visual icon that is appealing to the masses. Tyshawn didn't factor in that he has to appeal to a niche market, not the average citizen.
Just seems like there is not real game plan here, sad to see. The 1970s looking KING that was on the website before it launched looked very promising like maybe he'd use 70s NYC imagery or something, but this shit is so fucking bland, yeesh.