Brand Tone

Playful & Humorous, Bold & Edgy, Confident & Assertive, Inclusive & Approachable, Enthusiastic & Passionate

Brand Values

• •Quality & Performance
• •Fun & Enjoyment
• •Individuality & Self-Expression
• •Inclusivity
• •Boldness & Attitude
• •Community

Best Practices

• •Embrace the Edge (But Know the Line): Use playful, cheeky, and confident language. Don't be afraid of a little innuendo, but ensure it stays witty and fun, not crude or offensive. The 'Our Story' page shows they understand the difference, aiming for inclusive fun.
• •Product Names as Inspiration: Let the daring and descriptive product names guide the tone for related copy. If the product is 'Foam Job,' the copy can be equally bold and playful.
• •Visual-Verbal Harmony: Ensure the copy's tone matches the vibrant, pink-heavy, and modern visual identity. The words should feel like they belong with the images.
• •Community-Focused Language: Use inclusive terms ('Gurl Gang,' 'Filthy Fam'), ask questions, and encourage interaction. Make customers feel like part of a cool, modern club.
• •Highlight Performance with Personality: While the tone is fun, always circle back to the product's effectiveness. 'Yeah, our 'Wet Dream' wheel cleaner has a saucy name, but it also annihilates brake dust like a boss.' This balances playfulness with the promise of quality.

Social Perception

Modern & Fresh, Eye-Catching & Memorable, Good Quality Products, Fun & Engaging, Empowering (Potentially), Niche Appeal

Copy Examples

• •Your ride's been begging for a happy ending. Introducing 'Lasting Pleasure' – our new ceramic wax that goes on smoother than a cheesy pickup line and protects longer than your last questionable relationship. Get ready for a shine that screams 'look at me!'
• •Warning: May cause uncontrollable urges to wash your car. Side effects of using Dirty Gurl include: a ridiculously shiny ride, jealous neighbours, and an inflated ego. You've been warned. 😉 #DirtyGurl #PerformanceAttitudeFilth
• •Stop treating car care like a chore. It's time to get down and dirty with products that actually work and branding that doesn’t suck. Welcome to Dirty Gurl – premium care for your filthy pride and joy.
• •Ready for a Quickie? 😉 Our Waterless Wash is 15% Off!
• •Spilled coffee? Mystery muck? Kids been treating your backseat like a biohazard zone? 'Inner Strength' interior cleaner doesn't judge, it just cleans. Get your interior looking less 'crime scene' and more 'pristine queen (or king)'. Filth doesn't stand a chance.