Brand Tone

approachable, empathetic, and informally supportive, with elements of humor and edginess

Brand Values

• •Mental Health Awareness and Destigmatization
• •Giving Back
• •Community and Connection
• •Authenticity and Self-Expression
• •Creativity and Art

Best Practices

• •Embrace Authenticity and Relatability: Use language that feels genuine and reflects the founders' own experiences and the community they are trying to build. Avoid overly corporate or clinical language.
• •Balance Empathy with a Touch of Edge/Humor: While the core message is serious, the brand allows for a lighter, sometimes humorous, and "on the edge" approach to make the topic more accessible and less intimidating. Ensure humor is used responsibly and doesn't undermine the core message of support.
• •Be Direct and Action-Oriented: Clearly communicate the brand's mission and how customers can contribute (e.g., through purchases that support charities, by sharing their stories). Use clear calls to action.
• •Foster a Sense of Community: Use inclusive language ("we," "us," "join the family") and encourage interaction and dialogue. Highlight user-generated content and stories when appropriate.
• •Maintain a Consistent Voice Across All Platforms: Whether it's website copy, social media posts, or product descriptions, the tone should remain consistent to build a strong and recognizable brand identity. This includes the visual elements that accompany the text.

Social Perception

positive and impactful mission

Copy Examples

• •Headline: "Wear Your Mind. Spark a Conversation." Body: "Our latest collection is more than just clothing; it's a statement. Designed to make you feel good and to help break down the walls around mental health. Join the Bipolar Bear Wear family and let's change the narrative, one tee at a time. #bpbwear #mentalhealthmatters"
• •Headline: "It's Okay Not To Be Okay. And It's Okay To Talk About It." Body: "At Bipolar Bear Wear, we get it. Life has its ups and downs. That's why we create fresh gear that not only looks good but also supports mental well-being. A portion of all our profits goes directly to mental health services. Look good, feel good, do good. #bipolarbearwear #endthestigma"
• •Headline: "Fresh Threads. Happier Heads." Body: "We're all about promoting happiness and awareness for when things aren't so happy. Rock our gear, share your story, and help us create a world where mental health is talked about as openly as the weather. Check out our new arrivals! #bpbwear #youarenotalone"
• •Headline: "More Than Just a Brand. It's a Movement." Body: "Founded by mates who've been there, Bipolar Bear Wear is on a mission to make the world a bit brighter. Every purchase helps us support mental health charities and spread a message of hope and understanding. Join us. #bipolarbear #community #givingback"
• •Headline: "Edge. Empathy. Expression." Body: "We're not afraid to walk the line and tackle tough conversations with a bit of charm and a lot of heart. Our clothes are for everyone who believes in authentic self-expression and supporting a cause that matters. Find your voice with Bipolar Bear Wear. #bpbwear #mentalhealthawareness #artforchange"