Brand Tone

empathetic, witty, and supportive. It uses direct and often humorous or sarcastic language to address serious topics like mental health and social anxiety. This approach makes the subject matter more accessible and less intimidating. The tone is never mean-spirited; instead, it fosters a sense of shared understanding and self-acceptance. It is informal, relatable, and community-focused, avoiding corporate jargon in favor of authentic communication.

Brand Values

• •Mental Health Advocacy
• •Authenticity
• •Community
• •Humor as a Coping Mechanism
• •Self-Acceptance

Best Practices

• •Speak from a Place of Empathy: Always frame the message with understanding and support. The copy should feel like it's coming from a friend who gets it, not a corporation that sells.
• •Use "We" and "You" Language: Foster a sense of community by using inclusive pronouns. Address the customer directly to create a personal connection (e.g., "We made this for you").
• •Balance Wit with Sincerity: While humor is a key part of the brand's voice, it should never trivialize the real struggles of mental health. Know when to be witty and when to be genuinely supportive.
• •Keep it Simple and Direct: The messages on the apparel are short and impactful. The marketing copy should mirror this style—be clear, concise, and avoid overly complex or flowery language.
• •Center the Message, Not Just the Product: Focus on the feeling or the statement the clothing makes. The value is in the message of self-acceptance and community, which the product helps to convey. The copy should sell the feeling of being understood.

Social Perception

The brand is perceived positively by its niche audience as a safe and validating space. Customers see it as more than a clothing line; it's a statement and a form of self-expression. The public perception is that of an empathetic and relatable small business that genuinely cares about its mission. The name "Antisocial" is understood not as promoting hostility, but as reclaiming a term to describe introversion and the need for personal space, particularly in the context of mental well-being.

Copy Examples

• •Some days, 'peopling' is not on the agenda. For those days, there's this hoodie. Stay cozy, stay you. #Antisocial
• •Your social battery is at 10%. We get it. Our new collection is designed for maximum comfort and minimum social obligation. Shop now and embrace the quiet.
• •It's more than a t-shirt. It's a reminder that it's okay to not be okay. Every purchase supports our mission to make mental health part of the conversation. #MentalHealthMatters
• •Headline: I want to be a nice person, but everyone is just so stupid. If this is you, you've found your uniform. Wear your thoughts.
• •Tag a friend who understands that 'let's hang out' can also mean sitting in the same room on our phones. You are our people. Welcome to the club.