Brand Tone

Approachable and Friendly, Playful and Creative, Understated and Minimalist, Community-Oriented

Brand Values

• •Ethical Production
• •Quality and Comfort
• •Creativity and Unique Design
• •Inclusivity (Unisex)
• •Connection with Audience

Best Practices

• •Know Your Founders' Voice (and Your Audience's): Tsuki's tone was intrinsically linked to Felix and Marzia's internet personalities – often informal, a bit quirky, and genuine. The copy should reflect this and resonate with their established audience.
• •Embrace Playfulness and Simplicity: Use clear, concise language. Don't be afraid to incorporate light humor, emojis (appropriately), and a friendly, approachable style. Avoid overly corporate or technical jargon.
• •Highlight Core Values Naturally: Weave in mentions of ethical production, quality materials, unisex design, and the Japanese-inspired aesthetic without it feeling forced. For Tsuki, this means phrases like "ethically made with love," "unisex for everyone," "inspired by our trips to Japan."
• •Foster a Sense of Community: Use inclusive language ("we," "us," "our community"). Encourage interaction, ask questions, and reference shared interests or inside jokes where appropriate (like the Animal Crossing example).
• •Visuals and Text Harmony: Ensure the tone of the copy matches the visual aesthetic. For Tsuki, this meant clean, often pastel-themed visuals paired with equally light, positive, and sometimes whimsical text. The copy should complement the imagery, not clash with it.

Social Perception

Highly Tied to Founders, Positive for Design and Ethics, Sought-After Products, Perceived as Good Quality (Generally), Recent Disappointment/Confusion

Copy Examples

• •Instagram Post (New Collection Launch): Moonbeams and daydreams ✨ Our new collection just landed, full of cozy fits and playful prints designed by Marzia & Felix! Ethically made, because we love our planet as much as we love comfy clothes. Shop the drop at tsuki.market before it floats away! 🌙 #TsukiMarket #NewDrop #EthicallyMade #PewDiePie #Marzia
• •Product Description (Sweatshirt): Wrap yourself in a hug! Our [Sweatshirt Name] is like your favorite cloud: super soft, incredibly comfy, and perfect for literally anything. Featuring a subtle embroidered Tsuki logo, it's that effortlessly cool vibe you've been looking for. Unisex, ethically made, and designed with love. ☁️
• •Email Newsletter Subject: Psst... Something new just bloomed at Tsuki! 🌸 (Body Teaser): Hey [Customer Name], peek inside for fresh designs, inspired by [inspiration, e.g., spring in Japan] and made with the same Tsuki care you know and love. Felix and Marzia cooked up something special! 😉
• •TikTok Video Caption (Styling Video): 3 ways to rock your Tsuki tee! 🤘 Which look is your fave? Show us how you style yours! #TsukiStyle #OOTD #UnisexFashion #PewDiePieMerch (but make it fashion)
• •Website Banner (Promoting Ethical Values): Wear Your Values. ❤️️ Tsuki is all about looking good, feeling good, and doing good. Every piece is ethically designed and created for comfort and joy. Designed by Felix & Marzia, loved by you.