Brand Tone

approachable, witty, and community-focused; professional in its craft and personable in its communication, straightforward and friendly with a consistent undercurrent of humor and cleverness, creatively mischievous.

Brand Values

• •Quality Craftsmanship
• •Local Production and Authenticity
• •Customization and Personalization
• •Customer-Centricity
• •Creativity and Passion

Best Practices

• •Lead with Personality, Follow with Quality: Start with a witty or friendly hook that reflects the "Devious" spirit, but always back it up with details about the high-quality materials and craftsmanship.
• •Emphasize "Made in Ontario": Consistently include phrases like "Crafted in our Ontario shop," "Proudly Ontario Made," or "From our local workshop to you" to reinforce the value of local production.
• •Use "You" and "Your" Language: Frame copy around the customer's needs and creativity. Use phrases like "Your custom design," "Bring your idea to life," and "What can we make for you?" to make the process feel collaborative.
• •Keep it Playful but Professional: Maintain a fun, clever tone without being unprofessional. The humor should reflect wit and creativity, not carelessness. The brand's identity is mischievous in a charming way, not unreliable.
• •Turn Features into Benefits: Instead of just stating a product is "double-walled," explain that it "keeps your coffee hot for hours." Connect every feature back to a direct benefit for the customer, enhancing the perceived value of the product.

Social Perception

overwhelmingly positive, perceived as reliable, professional, and easy to work with; customers praise high quality of products and attention to detail; seen as an accessible and highly skilled small business and a creative partner.

Copy Examples

• •Wonderfully Wicked Designs, Made Just for You. From our Ontario workshop to your hands, get ready for custom creations that are as unique as you are. What can we make for you today?
• •Your daily coffee deserves a better sidekick. 😉 We had a blast bringing this custom design to life! Got a clever idea for your own tumbler? Slide into our DMs—let's get devious.
• •Tired of Boring Gifts? So Are We. Give something that’s bursting with personality. Our custom-engraved tumblers, signs, and apparel are made with passion right here in Ontario. Shop now and win at gift-giving!
• •The only thing sharper than your knives will be this custom cutting board. Made from durable [Material], and personalized just the way you like it. It’s too nice to hide in a drawer, but strong enough for your best chopping.
• •A little something devious for your inbox... Hey [Customer Name], just because you're not planning world domination doesn't mean you can't have cleverly designed gear. Check out our new arrivals and find your next favorite thing.