Brand Tone

Humorous & Playful, Positive & Inspiring, Conversational & Inclusive, Bold & Confident

Brand Values

• •Modernizing Faith
• •Positivity & Kindness
• •Community
• •Giving Back
• •Humor & Joy in Faith

Best Practices

• •Know Your Audience, Speak Their Language: Continue to understand and use the language, cultural references (like 'philosurfer' or streetwear aesthetics), and platforms (like TikTok).
• •Focus on themes of love, kindness, living boldly, and sparking conversations.
• •Maintain a balance between humor and reverence to avoid alienating potential customers.
• •Showcase the impact of the 10% donation through compelling stories and visuals.
• •Encourage user-generated content to build community and showcase diverse expressions of faith.

Social Perception

A brand that makes faith relatable, fun, and accessible, especially for those who feel disconnected from traditional religious expressions. A positive and inclusive community that encourages open conversations and self-expression.

Copy Examples

• •"Radical threads for radical believers."
• •"Spreading good vibes, one awesome tee at a time."
• •"Faith that doesn't suck."
• •"Start a conversation. Wear your faith."
• •"Dress your beliefs!"