Brand Tone

Passionate, Welcoming, and Knowledgeable

Brand Values

• •Community
• •Quality Curation
• •Customer Connection
• •Passion for Play

Best Practices

• •Speak Like a Gamer, Not a Corporation: Use language that resonates with the hobbyist community. Refer to "game nights," "the table," "mechanics," and "replayability." Avoid overly formal or corporate jargon.
• •Center the "Why," Not Just the "What": Instead of just listing a game's features, explain why it's fun. Talk about the feelings it evokes, the problems it solves (e.g., "the perfect game for two players"), and the experiences it creates.
• •Be a Guide, Not Just a Seller: Position the brand as a helpful expert. Create content like "Top 5 Games for Beginners" or "If You Like Catan, You'll Love This." This builds trust and provides value beyond the transaction.
• •Embrace Your "Small Business" Identity: Use this as a strength. Share behind-the-scenes content, talk about your personal favorite games, and write in the first person ("We believe," "Our favorite part is..."). This creates a human connection that larger retailers can't replicate.
• •Maintain a Consistent Voice Across All Channels: Whether writing a product description, a social media post, or a customer service email, the tone should always be passionate, welcoming, and knowledgeable. Create a simple brand voice guide to ensure anyone writing for the brand understands the core principles.

Social Perception

The goal is to be perceived as the friendly, local game store of the internet. Customers should see CRG Games as a trustworthy and expert source run by people who are deeply invested in the hobby. The brand should aim to be known for its great selection, helpful recommendations, and for fostering a positive gaming community.

Copy Examples

• •Your Next Game Night Awaits. Welcome to CRG Games! We're a small shop founded on a big love for board games, card games, and TCGs. From epic strategy adventures to quick and clever card games, our curated collection is hand-picked by gamers, for gamers. Let's find your new favorite.
• •Rule an Alternate-History Europe. More than just a game, Scythe is an experience. With its stunning art, deep strategy, and high-quality miniatures, it's a masterpiece of engine-building you'll want to bring to the table again and again. Perfect for players who love a rich theme and rewarding strategic choices. Ready to lead your faction to victory?
• •There's nothing like the feeling of unboxing a new adventure. What game is hitting your table this weekend? We're dreaming of clever combos and friendly competition. #BoardGames #GameNight #TabletopGames #CRGGames
• •New Arrivals for Your Next Adventure! 🎲
• •CRG Games was born from a simple idea: that games have the power to bring people together. We're not a massive corporation; we're a small team of passionate players who carefully select every item in our store. We believe in the thrill of a strategic victory, the laughter of a party game, and the strong community that gaming builds. Thank you for supporting our dream.