Brand Tone

Humorous and Witty, Relatable and Nostalgic, Approachable and Friendly, Authentic, Self-aware

Brand Values

• •Celebration of Fatherhood ("Dad Life")
• •Humor and Lightheartedness
• •Family
• •Quality
• •Community
• •Tradition/Nostalgia

Best Practices

• •Embrace the Pun: Never miss an opportunity for a good (or delightfully bad) pun. Wordplay is central to the Classic Dad voice.
• •Speak "Dad": Use language and phrasing that sounds like a dad. This can include gentle commands, well-meaning but slightly off-key advice, or classic dad sayings.
• •Keep it Clean and Relatable: The humor should be family-friendly and based on universal experiences of fatherhood or family life.
• •Be Enthusiastic About Dad Tropes: Genuinely celebrate the stereotypical dad activities – grilling, home repairs (even if they go slightly wrong), obsession with the lawn, etc.
• •Don't Take Yourself Too Seriously: The brand's humor often comes from a place of self-awareness about the charmingly dorky aspects of being a dad. Maintain this lighthearted self-deprecation.

Social Perception

Positive and Endearing, Relatable, Entertaining, Part of a Larger Cultural Trend, Associated with "Dad Jokes"

Copy Examples

• •Our 'Lawn Whisperer' tee: Because the grass is calling, and you must go. (And then meticulously edge it for three hours).
• •Fact: Dad jokes are a renewable energy source powered by eye-rolls. Fuel up with our new collection!
• •The Official Uniform of Thermostat Guardians Everywhere. Get your Classic Dad hoodie before someone else touches it.
• •Can't find the remote? Tripped over nothing? Told a pun that cleared the room? Congratulations, you're fluent in Classic Dad. Shop the gear.
• •Warning: Wearing this hat may result in an uncontrollable urge to tell people, 'Hi Hungry, I'm Dad.' You've been warned. (You're welcome).