Brand Tone

Irreverent, sassy, humorous, unapologetic, direct, colloquial, confident, playful, punk-rock, bold, empowering.

Brand Values

• •Individuality and Self-Expression
• •Humor and Irreverence
• •Empowerment
• •Boldness

Best Practices

• •Embrace the Sass: Use confident, direct, and witty language. Don't be afraid to be a little feisty and provocative in a playful way.
• •Incorporate Mystical & Modern Language: Blend witchy, magical, or gothic terms (e.g., "potion," "hex," "ritual") with modern, casual slang to keep the tone fresh and relatable.
• •Lead with Humor: Use puns and clever wordplay, especially in product names and descriptions. The humor should be the first thing a customer notices.
• •Speak to the Outsider: Frame the copy to appeal to those who don't fit the mainstream mold. Use "you vs. them" language that positions the customer and the brand as part of an exclusive, clever club.
• •Focus on Empowering Fun: While the tone is "bad," the underlying message is about self-care and empowerment. The copy should feel like a fun, rebellious act of self-love, not genuinely mean-spirited.

Social Perception

Perceived by its intended audience as fun, relatable, and empowering, appealing to those drawn to unique, edgy humor and a non-conformist, rebellious, magical, and sharp-witted personality. Customers likely see the brand as a reflection of their own unique identity.

Copy Examples

• •Your bath bomb is judging you. Time for an upgrade.
• •Tired of everyone's nonsense? Light this candle, pour a drink, and let the magical scents of 'Zero F*cks Given' transport you to a place where your opinion is the only one that matters.
• •Our 'Hex Your Ex' soap won't actually curse them, but washing your hands of them will feel magically satisfying. #BadApothecary #GlowUp
• •For the days when you're feeling more witchy than wonderful. We've got something for that.
• •Normal soaps are for normal people. You, on the other hand, deserve an apothecary that gets your vibe. Stop being good. Start feeling great. Shop The Bad Apothecary.