Brand Tone

Irreverent, humorous, and heartfelt, blending cheeky candor with genuine warmth, using informal, relatable language and occasional mild profanity to connect like a witty friend.

Brand Values

• •Humor and Authenticity
• •Connection and Joy
• •Sustainability
• •Personal Touch

Best Practices

• •Embrace the Wit: Always lead with humor. Use puns, playful sarcasm, and colloquial language (like 'bloody legend') that feels authentic and unstuffy. The goal is to make the customer smirk or laugh out loud.
• •Balance Humor with Heart: While humor is the hook, the 'why' behind the brand is connection. Follow up witty statements with a heartfelt sentiment, reminding customers that the gift is about celebrating a real moment between people.
• •Know Your Audience's Language: Use modern, conversational English that reflects how friends actually talk to each other. Don't be afraid of mild profanity or cheeky phrases where appropriate, as it's a core part of the brand's identity.
• •Tell a Story: Weave the brand's origin story into the marketing. Mentioning that the founder was a 'freshly postpartum' mom who wanted to create more authentic gifts makes the products more relatable and builds a stronger customer bond.
• •Be Consistent Across All Channels: The voice on Instagram should match the voice on the product page and in emails. Every touchpoint is an opportunity to reinforce the brand's unique personality—irreverent on the outside, warm on the inside.

Social Perception

Perceived as a niche provider of humorous and meaningful novelty gifts for a modern audience, appealing to close friends and family. Its identity is strongly tied to the founder's personal story, fostering a loyal community, though broader public perception is still developing and largely contained within its immediate customer base.

Copy Examples

• •For the friend who's always right (and isn't afraid to show it). Our 'I told you so!' candle is the perfect mix of petty and proud. Tag someone who needs this in their life. #SorryNotSorry #ToldYouSo #CandleGift
• •Don't just get them a gift. Get them a laugh. Birthdays are for fun. Ditch the boring socks and give them something they'll actually talk about. Make their day brighter with a candle full of laughter!
• •Tired Parents Deserve a Smile. Ah, the 'joys' of parenthood: sleepless nights, endless diapers, and forgetting what day it is. Sound familiar? Our candles for new & tired parents are here to offer a much-needed laugh. Because if you don't laugh, you'll cry. #NewParents #BabyShowerGift #Parenthood
• •Whether it's a divorce, a terrible job, or finally finishing that never-ending project, some endings deserve more than just a pat on the back. Light this candle, pour a drink, and celebrate the sweet relief of 'Thank fuck it's over.' Scented with the sweet smell of freedom (and maybe a hint of Sea Salt & Driftwood).
• •Forget cheesy. Get real. | Funny & heartfelt gifts for your person.