Brand Tone

Witty, rebellious, and minimalist, embodying a sharp, intelligent, and slightly cynical worldview. It's anti-conformist, proudly "strange," and personal, as if coming directly from Emily. The language is simple yet philosophical, conveying imaginative introversion and empowered individualism, making "anti-cool" aspirational.

Brand Values

• •Individuality & Non-Conformity
• •Creativity & D.I.Y. Ethic
• •Empowerment
• •Intelligence & Wit
• •Support for Mental Health

Best Practices

• •Always adopt the first-person voice of Emily, using "I" and "my" to reflect her personal, witty, and brooding thoughts.
• •Use short, punchy sentences and clever one-liners, embracing minimalism and direct, sharp communication.
• •Integrate core brand slogans and witty aphorisms like "Stay Strange," "Get Lost," and "Be All You Can't Be," creating new ones that turn alienation into badges of honor.
• •Frame products and messages for those who intentionally stand apart from the mainstream, celebrating introversion, creative thinking, and a love for the unusual.
• •Mention Emily's four black cats (Mystery, Miles, Neechee, Sabbath) by name, alluding to their distinct personalities to add depth, lore, and mischief.

Social Perception

Emily The Strange is perceived as a nostalgic and enduring icon of alternative culture, especially for Millennials and Gen Z. She is seen as authentic, a voice for outcasts and creative individuals, and a positive, empowering role model who makes being different feel celebrated and powerful. She has successfully transitioned from niche counter-culture to global pop-culture icon while retaining her edge.

Copy Examples

• •They say curiosity killed the cat. My cats are fine. The curious, however... not so much. #StayStrange #DIY
• •Normal is just a setting on a washing machine. We suggest a different cycle. Shop the new collection.
• •My to-do list: 1. Wake up. 2. Question everything. 3. Build something. 4. Bother no one. 5. Go back to sleep. Mission accomplished. #EmilyTheStrange
• •Being a stranger in a strange land is easy. The hard part is finding cool stuff. We did the work for you. From our dark corner of the world to yours.
• •Subject: Your weekly dose of strange has arrived. Don't open it.