Brand Tone

Humorous and Sarcastic, Irreverent and Rebellious, Unfiltered and Direct, Edgy and Cheeky, Insider-Focused, Confident and Bold

Brand Values

• •Authenticity
• •Community & Support
• •Quality
• •Humor & Self-Expression
• •Originality & Creativity
• •Independence & Ambition

Best Practices

• •Embrace the 'Degenerate' with Affection: Consistently use humor that is sarcastic, a bit dark, and irreverent, but always with an underlying understanding and appreciation for the bartending profession. The term 'degenerate' is used endearingly.
• •Stay Authentically Unfiltered: Don't shy away from direct language, industry-specific slang, and even tasteful profanity. This builds trust and relatability with the core audience.
• •Channel the Insider Voice: Write as if speaking directly to a fellow bartender who understands the unspoken truths, frustrations, and joys of the job.
• •Balance Edge with Purpose: While the tone is rebellious, ensure the brand's supportive values (like the Indie Bartender fund donation) are subtly woven in to show depth beyond just cynicism.
• •Be Bold and Unapologetic: The brand's strength lies in its niche appeal. Copy should be confident and avoid trying to please everyone, staying true to its distinct, edgy identity.

Social Perception

Relatable and Understanding, Unique and High-Quality, Edgy and Cool, Credible and Community-Oriented

Copy Examples

• •Product Ad (T-Shirt): 'The \'Politely Declining Your Song Request\' Tee' Copy: Because your shift is for slinging drinks, not enduring another awful DJ wannabe. This shirt says what you can't (while smiling). Premium cotton, so you can stay comfy while crushing souls (and limes). #BrokenBartender #SeriouslyThoughNoMoreRequests
• •Instagram Caption (Lifestyle Post): Copy: Survived another week powered by caffeine, spite, and the sheer refusal to let the Karens win. You're not just a bartender, you're a goddamn warrior. Gear up accordingly. Link in bio for swag that gets it. #BarLifeUnfiltered #DegenerateAndProud
• •Email Subject Line (New Product Launch): Subject: New Drop: Because Your Sanity is Overrated Anyway. Body Snippet: Hey Degenerate, Thought you could use some fresh threads for your next descent into happy hour madness. Check out our latest [Product Name] – guaranteed to offend someone. You're welcome. Shop now before it’s gone (like your will to live mid-shift).
• •Website Banner (Promotional): Copy: Free Shipping on Orders Over $75. Because hauling kegs is enough of a workout. Let us handle getting this dope swag to your door. #TreatYoSelf #BrokenBartender
• •Social Media Bio Snippet: Copy: Broken Bartender: Official outfitter for the gloriously jaded. Purveyors of fine drinking memes and even finer bar swag. We donate to bartenders, because someone has to. 🥂