Brand Tone

Humorous, Irreverent & Sassy, Friendly & Approachable, Direct & Informal, Playful & Lighthearted

Brand Values

• •Humor & Laughter
• •Authenticity & Self-Expression
• •Quality
• •Personal Connection
• •Lightheartedness
• •Creativity & Uniqueness

Best Practices

• •Embrace the Humor, Consistently: Don't shy away from the sassy, irreverent humor that defines the brand. Ensure it's present across all platforms and communications, from product descriptions to social media replies.
• •Know Your Audience, Speak Their Language: Understand who appreciates this type of humor and use language, slang (appropriately), and cultural references that resonate with them. The use of "Deh" in some contexts might hint at Caribbean slang or a playful, informal tone.
• •Be Bold, But Not Offensive (Know the Line): While edginess is part of the appeal, be mindful of crossing lines that could alienate a significant portion of your target audience or violate platform policies. The humor is "funny" and "sassy," not hateful.
• •Keep it Personal and Relatable: Continue to share the brand's story and connect with customers on a personal level. Use "we" and "us" to foster a sense of community, reflecting its origins as a personal hobby.
• •Visuals and Text Must Match: Ensure product photography and social media visuals align with the cheeky and fun textual copy. The humorous labels are key, so they should always be front and center.

Social Perception

Fun & Entertaining, Unique & Original, Relatable (for a specific audience), Good Quality (for a niche product), Engaging

Copy Examples

• •Facebook Ad: "Life's too short for boring candles. Light up our 'Calm The F*ck Down' candle and let the good vibes (and hilarious scent names) roll. Handmade with soy wax and a whole lotta sass. Shop now and give your home the attitude it deserves!"
• •Instagram Caption: "Pretty sure my candles have a better sense of humor than most people. 😉 Tag a friend who needs this level of honesty in their life. #DehTyFunny #SassyCandles #HandmadeHumor #SorryNotSorry"
• •Product Description (for "I F*cking Love You B*tch" candle): "Say it with sass. This ain't your grandma's sentimental gift. This is for the ride-or-die, the partner-in-crime, the one who gets your weird. Our 'I F*cking Love You B*tch' soy candle: because sometimes, only the bold truth will do. Smells like true friendship and questionable decisions."
• •Email Newsletter Subject: "Your Weekly Dose of Laughter (and Seriously Good Candles) Is Here!" Body Snippet: "Hey [Customer Name], Ready to tell the week where to stick it? Our candles are here to help. Check out our new arrivals – they’re as sarcastic and delightful as you are."
• •Website Banner: "Warning: May Cause Uncontrollable Laughter. Shop Our Funny Candles!"