Brand Tone

Creative & Artistic, Playful & Quirky, Indie & Alternative, Approachable & Friendly, DIY & Passionate, Collectible & Limited Edition

Brand Values

• •Originality & Creativity
• •Quality Craftsmanship
• •Independence & DIY Ethos
• •Affordability & Accessibility
• •Community & Connection
• •Authenticity

Best Practices

• •Embrace the "Cute & Wicked, Strange & Fantastic": Always lean into this core descriptor. Whether it's a product description or a social media update, find ways to inject that playful, slightly edgy, and unique personality. Avoid overly corporate or generic language.
• •Highlight the Artist-Driven & DIY Aspect: Remind your audience that these aren't mass-produced items. Use phrases like "Hand-drawn by Rose & Stephanie," "Silkscreened in our studio," "Limited edition art you can wear." This reinforces value and authenticity.
• •Keep it Conversational & Approachable: Write like you're talking to a friend who shares your interests. Use humor, be enthusiastic, and don't be afraid of a little informality (emojis can be appropriate for social media).
• •Incorporate Storytelling: Share the inspiration behind designs, a peek into the creative process, or anecdotes from the brand's journey. This builds a connection beyond just the product. The story of starting in a basement and the passion for their craft is a strong narrative.
• •Create a "Voice Guide" Snippet: Develop a short internal guide with keywords (e.g., quirky, indie, playful, artistic, limited, handcrafted, Toronto-made), "do's" (e.g., use humor, be authentic, share artist insights), and "don'ts" (e.g., be generic, sound corporate, be overly serious) to ensure anyone writing copy understands and can replicate the established tone.

Social Perception

Positive Customer Feedback, Advocate for Independent Artists, Toronto-Based Identity, Fun & Unique

Copy Examples

• •Fresh outta the studio! ⚡️ Our new [Product Name] pin is here to add a little weird and wonderful to your day. Hand-drawn by us, made for you. Limited run, so grab yours before it's just a cool story! #CrywolfClothing #NewDrop #IndieArtist #EnamelPin #QuirkyCool
• •Wear Your Weird. Shop Crywolf for limited edition tees, pins, and patches designed by us in Toronto. Original art for awesome people.
• •Psst... Something Cute & Wicked This Way Comes (New Crywolf Goodies!)
• •Fuelled by caffeine and questionable 90s playlists, Crywolf is the brainchild of two pals who just really love drawing weird stuff and putting it on things you can wear. From our basement beginnings to your awesome collections – it's all about unique, affordable, and a little bit strange. Welcome to the pack!
• •Our [Best-Selling Product] is flying off the shelves faster than a free donut at a cop convention. Don't be the one crying wolf when they're all gone! 😉 Shop now: [Link] #LimitedEdition #CrywolfSwag #GetItOrRegretIt