Brand Tone

Irreverent, Passionate, and Community-Oriented

Brand Values

• •Sustainability & Resourcefulness
• •Creativity & Inspiration
• •Community & Collaboration
• •Authenticity & Imperfection
• •Handmade Craftsmanship

Best Practices

• •Embrace the "Dodgy" Pun: Use the word "dodgy" playfully and confidently. It's the brand's most unique asset. Use it to describe the process, the products, and the ethos (e.g., "Stay Dodgy," "Dodgy Garage," "Let's get dodgy").
• •Balance Humor with Purpose: While the tone is often humorous, it should always be grounded in the brand's serious commitment to sustainability and art. Juxtapose playful phrases with clear statements about recycling and craftsmanship.
• •Speak the Language of Artists: Use terms and references that resonate with the creative community. Talk about texture, pulp, pigment, and the creative process. Address them as peers and collaborators, not just customers.
• •Champion the Community: Always highlight collaborations and feature artists using the paper. Use phrases like "our mates at..." or "check out the work by..." to reinforce the community value. This builds social proof and loyalty.
• •Tell the Story of the Materials: Be specific and descriptive about what the paper is made from (e.g., "old comics," "fine art printing offcuts," "your own waste"). This makes the product tangible, tells a compelling story, and constantly reinforces the core value of sustainability.

Social Perception

Dodgy Paper is perceived as a unique, high-quality, and ethical brand, deeply loved by artists for its authentic, imperfect, and texturally rich paper. It's an eco-conscious choice that's seen as authentic, cool, and innovative, successfully turning its "dodgy" name into a clever and positive brand identifier.

Copy Examples

• •Fresh from the dodgy garage. This batch was made from forgotten comic books and a healthy dose of nostalgia. Grungy, textured, and perfect for work that needs to pack a punch. Force-feed some memories into your next piece. #StayDodgy
• •Can't decide? Let us do the dodgy work. Grab a Mystery Pack and let the Pulp Professor hand-pick a random assortment of our finest recycled papers for you. Every pack is a unique surprise of colors and textures. Perfect for kickstarting inspiration or when you're feeling creatively adventurous.
• •Your art supplies are trash. (And we love that.)
• •We believe there’s enough paper on Earth already. So we take it—the junk mail, the studio scraps, the old drawings—and pulp it, press it, and give it a second chance to become a canvas. Every sheet is handmade, perfectly imperfect, and certified dodgy.
• •Make Art, Not Waste. Your old sketches and paper scraps have potential. We turn waste paper into one-of-a-kind artist paper that’s as unique as your work. Join a community of artists choosing sustainable materials. Check out our latest batches and custom options.