Brand Tone

Personal and Approachable, Creative and Unique, Ethical and Conscious, Playfully Dark

Brand Values

• •Craftsmanship & Quality
• •Ethical Production (Veganism)
• •Individuality & Self-Expression
• •Community

Best Practices

• •Always Use "Handmade" and "Crafted": Emphasize the artisan nature of the products in all descriptions. Words like "handmade," "crafted with care," and "made to order" reinforce the core value of craftsmanship.
• •Highlight the Vegan Aspect: Consistently mention "vegan," "cruelty-free," or "free of animal materials" in product descriptions and brand messaging. This is a key differentiator and a core value for the target audience.
• •Maintain a Personal, First-Person Voice: Use "I" and "my" when appropriate, especially in newsletters, social media captions, and the "About" story. This maintains the approachable, artisan-to-customer relationship.
• •Blend "Dark" with "Playful" Language: Use words that reflect the unique aesthetic. Combine terms like "demon," "goth," and "spooky" with "cute," "cozy," and "playful" to accurately capture the brand's niche.
• •Incorporate User-Generated Content (UGC): Actively encourage customers to share photos and use community-centric language. Phrases like "Join the Baerbl family," "Show us your style," and featuring customer photos in marketing materials builds community and reinforces the value of individuality.

Social Perception

Trusted Artisan, High-Quality Niche Provider, Authentic and Passionate

Copy Examples

• •Handcrafted for the playfully dark soul. Our new Velvet Bunny Beanies are here, made with love, care, and 100% vegan materials. Ready to show off your unique style? #BaerblBeastswear #HandmadeWithLove #GothStyle #VeganFashion #UniqueClothing
• •Unique Clothing for Unique People. Every stitch is a statement. Discover our collection of handcrafted, cruelty-free accessories.
• •Unleash your inner demon, comfortably. This custom-color hoodie is handmade from the softest fabrics, ensuring perfect quality and a cozy fit. Designed with care and completely free of animal products, it's the ultimate piece for expressing your unique, spooky style. Made to order, just for you.
• •On-screen text: "How our vegan cat beanies are born ✨" Caption: "From my hands to your head! #Handmade #SmallBusiness #AlternativeFashion #CuteGoth #ProcessVideo"
• •Psst... Freshly crafted just for you, [Customer Name]!