Brand Tone

Humorous & Irreverent, Bold & Unapologetic, Relatable & Friendly, Confident, Playful

Brand Values

• •Comfort
• •Sustainability & Ethics
• •Quality
• •Self-Expression & Individuality
• •Creativity & Originality
• •Transparency (Implied)
• •Customer Satisfaction

Best Practices

• •Embrace the "Criminally Comfortable" Edge: Weave in playful, slightly rebellious language. Use humor and wit, but always tie it back to the core promise of comfort and quality.
• •Be Bold and Visual with Descriptions: Don't just say "unique patterns." Describe the vibe, the story, or the humor behind the designs. Use vivid adjectives that match the brand's energy.
• •Speak Like a Friend, Not a Corporation: Use a conversational, approachable, and sometimes cheeky tone. Address the customer directly and relate to their everyday (underwear-related) struggles and desires.
• •Highlight Values Naturally: Integrate sustainability and ethical production messages without being preachy. Frame them as part of the overall quality and coolness of the brand (e.g., "So comfy, they’re good for you AND the planet").
• •Stay Consistent Across All Channels: Whether it's a product description, a TikTok caption, or an email newsletter, ensure the voice remains recognizable as Culprit's—humorous, confident, and focused on unapologetic comfort and style.

Social Perception

Innovative and Fresh, High Quality & Comfortable, Stylish & Fun, Empowering (especially for women with LadyBoxers), Premium Priced but Often Worth It, Edgy and Modern, Associated with USA-Made

Copy Examples

• •Headline: Stop Stealing His. Get Your Own Damn Comfy Boxers. Body: Seriously. Our LadyBoxers are so "criminally comfortable" and ridiculously good-looking, you'll forget all about his stretched-out old faithfuls. Made with sustainable magic (aka MicroModal) right here in the USA. Your butt will thank you. His might get jealous.
• •Social Media Post: Feeling cute, might lounge like I have zero responsibilities later. Who's with us? Tag a friend who deserves undies that feel like a cloud made of awesome. #CulpritComfort #NotYourAverageUndies #SustainableStyle
• •Product Description Snippet (for a bold print): Warning: Wearing these may cause excessive confidence, spontaneous dance parties, and an uncontrollable urge to show off your underwear. Don't say we didn't warn you. Ethically made, ridiculously soft, and 100% unapologetic.
• •Email Subject Line: Your Drawers Called. They're Bored. Email Body Snippet: Let's be honest, life's too short for blah underwear. Inject some personality (and insane comfort) below the belt with Culprit. Our new collection just dropped, and it's anything but beige.
• •Ad Copy: Tired of undies that chafe, creep, or just generally suck the joy out of your day? We get it. That’s why we created Culprit. So soft, it’s almost illegal. So stylish, you’ll want to wear them as pants. (Please don’t. Or do. We’re not your mom.)