Brand Tone

Humorous & Witty, Bold & Unapologetic, Playful & Relatable, Informal & Direct

Brand Values

• •Authenticity & Self-Expression: Encouraging people to say what they really mean, even if it's a bit edgy.
• •Humor as a Connector: Using laughter and wit to build relationships and acknowledge life's absurdities.
• •Originality & Uniqueness: Offering an alternative to generic greeting cards.
• •Boldness & Courage: Not shying away from being different or provocative.

Best Practices

• •Embrace the Edge: Don't shy away from the humor and directness that defines the brand. If it feels a little risky (within reason and brand guidelines), you're probably on the right track.
• •Know Your Audience (and Their Humor): Write for the people who appreciate this specific style of wit. Use language and references they'll understand and find amusing.
• •Keep it Concise and Punchy: The humor often lands best when it's short, sharp, and to the point, much like the messages on the cards themselves.
• •Use Relatable Scenarios: Ground the humor in everyday situations, frustrations, or unconventional expressions of affection that resonate with the target demographic.
• •Be Consistent Across Platforms (with Nuance): While the core tone remains, adapt the delivery slightly for each platform. TikTok can be more informal and trend-driven, while website copy might be slightly more descriptive (but still witty). The underlying voice should always be recognizable as Cards For All.

Social Perception

Appreciation for Uniqueness, Niche Appeal, Positive Sentiment (among target audience), Potential for Misinterpretation (outside target audience)

Copy Examples

• •Instagram Post (Image: A card saying "I'm so glad you're as weird as me.") Copy: "Finally, a card that truly gets it. Tag your favorite weirdo. #CardsForAll #WeirdosUnite #FriendshipGoals #FunnyCards #GreetingCards"
• •TikTok Video (Short, fast-paced clips of different provocative birthday cards): Voiceover/Text Overlay: "When a generic 'Happy Birthday' just won't cut it. Say it like you *really* mean it this year. 😉" Caption: "Level up your birthday wishes. Or don't. We're not your mom. #CardsForAll #ProvocativeCards #HappyFlippinBirthday #Funny #UniqueCards #TikTokMadeMeBuyIt"
• •Website Banner (Homepage): Headline: "Cards That Say What You're Actually Thinking." Sub-headline: "Forget boring. Embrace the bold. Shop our collection of hilarious & provocative cards."
• •Email Subject Line (Promoting a new collection): Subject: "Your friends are too cool for boring cards. (So are you.)"
• •Product Description (For a sarcastic love card): Copy: "Sure, love is patient and kind. But sometimes it's also knowing they'll still tolerate you after you steal all the blankets. This card is for *that* kind of love. Perfect for anniversaries, Valentine's, or just a Tuesday when you're feeling particularly honest."