Brand Tone

Irreverent, humorous, and sarcastic, balanced with a sweet, encouraging, and joyful secondary voice. Overall, the style is informal, direct, and confident.

Brand Values

• •Sustainability
• •Longevity and Permanence
• •Authentic Connection
• •Handmade Quality
• •Joy and Humor

Best Practices

• •Lead with the Laugh: Prioritize humor and cheekiness in headlines and opening lines to grab attention and establish the brand voice immediately.
• •Justify the 'Keep': In every piece of copy, weave in the benefit of the card being a permanent keepsake. Use phrases like "a card they'll actually keep," "for their desk, not the drawer," or "the gift that sticks around."
• •Speak Human: Use a conversational, first-person voice (we, you). Write with confidence and use the brand's specific slang ("cheeky," "potty-mouth," "freakin' awesome") to maintain a consistent personality.
• •Balance the Bold with the Benefit: Pair the edgy humor with a tangible benefit. For example, "It's a sweary way to say you care... and it's good for the planet."
• •Be Explicitly Anti-Traditional: Directly contrast the product with traditional paper cards. Highlight their disposable nature to position Cheeky Charlie Keep Cards as the smarter, funnier, and more sustainable choice.

Social Perception

Bold and unconventional, eco-conscious, a niche and premium choice, authentic and relatable.

Copy Examples

• •Headline: Stop Sending Boring Cards. Body: Seriously, no one wants another piece of paper with a generic poem. Give them a laugh they can actually keep. Our wooden cards are full of the sweary, sarcastic, and sometimes sweet things you really want to say. Handmade in Oz from eco-friendly wood. Shop our bestsellers now and win at gift-giving.
• •Caption: Because "Congratulations on the new arrival" is just so... quiet. Celebrate the beautiful chaos of parenthood with a card that tells it like it is. Tag a new parent who needs a laugh more than they need sleep. #CheekyCharlie #KeepCards #NewParents #FunnyCards
• •Subject: Our Cards. Your Poorly-Hidden Sarcasm. Now Cheaper.
• •Text: Cards designed to stay ON display and OUT of the recycling bin. Give a gift that lasts longer than the cake.
• •Description: And if you don't know who it is, it's probably you. Proudly fly your weird flag or give this to the cousin who makes family gatherings interesting. This card is made from eco-certified wood and includes a display stand, so their weirdness can be permanently enshrined on the mantelpiece.