Brand Tone

Humorous, witty, irreverent, bold, relatable, conversational, confident, and edgy.

Brand Values

• •Authenticity & Realness
• •Humor & Joy in the Mundane/Chaotic
• •Self-Expression & Individuality
• •Storytelling & Connection
• •Quality

Best Practices

• •Use informal language, inside jokes (or create new ones), and relatable scenarios.
• •The 'toxic in a fun way' ethos is key.
• •Remind the audience why 'This Could Be A T-Shirt.'
• •The copy should feel genuine and confident, never forced or trying too hard to be edgy.
• •Embrace the irreverent and bold tone; don't be afraid to push boundaries within reason.

Social Perception

Perceived as a source of unique, conversation-starting, high-quality, funny, relatable, bold, and statement-making apparel for a niche audience appreciating edgy, internet-infused wit.

Copy Examples

• •Website (thiscouldbeatshirt.com): The website introduces TCBAT as a brand that turns weird, funny, and random shared moments into wearable t-shirt designs.
• •Email Subject Line: Your group chat called, it wants its t-shirt back.
• •Toxic In A Fun Way.
• •We Print What Should've Stayed in the Group Chat.
• •Ethically made, unapologetically worn.