Brand Tone

Casual, authentic, and playfully rebellious, incorporating colloquial language, craft-focused messaging, and a humorous, narrative-driven approach.

Brand Values

• •Craftsmanship and Quality
• •Individuality and Self-Expression
• •Authenticity
• •Global Community

Best Practices

• •Lead with Craftsmanship: Always feature terms like 'hand-sewn,' 'custom-made,' and 'critically reviewed' to instantly communicate quality and justify the premium positioning.
• •Tell the Story: Weave the brand's origin story and playful narratives into the copy. Use the 'Bad Teddy' persona in product descriptions to give clothing a personality, as seen with the 'Appetite for Mary' T-shirt.
• •Champion the Individual: Use language that empowers the customer, such as 'Define your style,' 'Built for you,' and 'Your Signature.' This aligns with the core brand value of self-expression.
• •Balance Attitude with Quality: Blend the rebellious, casual tone with the promise of expert craftsmanship. Juxtapose playful slang ('booze,' 'dudes') with professional terms ('master tailors,' 'premium').
• •Foster the 'Crew': Encourage a sense of community by consistently using hashtags like '#badteddyapparel' and '#teddycrew'. Actively feature user-generated content to reinforce the brand's global reach and authentic appeal.

Social Perception

A niche, craft-oriented brand with a small but engaged following, known for quality and unique designs, primarily perceived through its own channels and direct word-of-mouth.

Copy Examples

• •More Than Apparel. It's Your Signature. Custom patched clothing, handcrafted in Estonia and shipped worldwide.
• •Engineered for individuality. Our Pocket Aces Hoodie isn’t just made; it’s crafted. Hand-sewn by master tailors so you can wear your story. #badteddyapparel #customhoodie #wearyourstory
• •Tired of the mainstream? So were we. That’s why we created Bad Teddy. Custom patched flannels and hoodies with character, for people who have one. Find your patch. Shop the new collection.
• •Hold onto that endless summer feeling. The 'My Own Summer' long sleeve is for the rule-breakers and the sun-chasers. Made from premium, breathable cotton and finished with a unique, hand-sewn patch, this isn't just a shirt—it's a memory you can wear.
• •Heads up. Fresh patches are here.