Brand Tone

Irreverent, psychedelic, authentic, casual, and direct, deeply embedded in cannabis culture with frequent use of slang.

Brand Values

• •Artistic Authenticity
• •Counter-Culture Celebration
• •Community Connection
• •Creative Freedom

Best Practices

• •Embrace the Lingo: Continue using authentic slang and terminology from cannabis and psychedelic culture ("stoner," "wasted," "trippy," "dope"). This is your brand's native language and what makes it relatable to your core audience.
• •Keep it Artist-Centric: Always tie the brand back to the artist, Trog. Use phrases like "From the mind of Trog," "Hand-drawn by Trog," or "Trog's latest vision." The brand's power comes from his personal artistic identity.
• •Use a Confident, Irreverent Voice: The tone should be bold and unapologetic. Avoid corporate or overly polished language. The brand is a leader in its niche, and the copy should reflect that confidence.
• •Align Website Copy with Brand Persona: Review and update the more generic copy on the website (like parts of the "About Us" page) to better reflect the irreverent and authentic tone found in interviews and social media. Infuse it with more personality.
• •Prioritize Visual Storytelling: Your copy should always complement the art. Use short, punchy text on social media that lets the visuals do most of the talking. In longer descriptions, tell the story behind the artwork to create a deeper connection.

Social Perception

Highly positive within its target niche, viewed as iconic and essential for collectors of psychedelic and stoner art. Perceived as authentic, being a direct extension of the artist's life and passions. Customers are fans of the artist first, and the brand is the vehicle for them to own a piece of that world.

Copy Examples

• •Fresh drop. Our new 'Cosmic Trip' tee is here to melt your reality. Hand-drawn by Trog and printed on gear that’s built to last through any festival. Get yours before they vanish into the ether. Link in bio. #ArtofTrog #PsychedelicArt #StonerStyle
• •Not your average coloring book. This is a journey for when you're melted into the couch. Packed with pages of Trog's wildest visions, it's the perfect companion for a creative burnout. Grab your pencils, get elevated, and add your own color to the chaos.
• •Subject: The Stash is Open! 25% Off. We know you've had your eye on something. For the next 48 hours, get 25% off the entire Smelly Clothing Co. collection. It's our treat to you. Use code CHOPCHOP at checkout and get geared up.
• •Catch Trog live in action! We're heading back to the Monroe Street Fair, painting live and slinging the latest merch. Come find our tent, say high, and watch the madness unfold. Can't wait to see the whole crew there. #HashBash #ArtofTrog #LiveArt
• •From the studio to your space. 'Waste It To Taste It' — a one-of-a-kind original canvas by Trog. Every detail hand-drawn in a haze of inspiration. This isn't just art; it's a statement. Signed, dated, and ready to become the centerpiece of your collection. #TrogOriginal #UndergroundArt #Psychedelic