Brand Tone

Irreverent, humorous, celebratory, proud, inclusive, casual, and authentic, using witty, sarcastic, and often provocative humor to foster a sense of community and pride.

Brand Values

• •Queer Empowerment
• •Inclusivity
• •Humor and Joy
• •Community
• •Authenticity

Best Practices

• •Embrace the Vernacular: Continue using slang, pop-culture references, and humor relevant to the LGBTQ+ community. This keeps the brand voice authentic and relatable.
• •Lead with Pride: Every piece of copy should, in some way, tie back to the core value of celebrating queer identity. Whether overt or subtle, the message of pride should be consistent.
• •Engage, Don't Just Broadcast: Maintain a conversational and interactive tone in all communications. Ask questions, respond to comments with personality, and make your audience feel seen and heard.
• •Use Humor with Purpose: The brand's humor is a key asset. Use it not just to entertain, but to build camaraderie and make statements about shared experiences within the community.
• •Stay Visually Consistent: Match the copy's tone with equally bold, colorful, and unapologetic visuals. The combination of witty text and vibrant imagery will create a powerful and memorable brand identity.

Social Perception

The brand is perceived as authentic and relatable, genuinely part of the LGBTQ+ community, offering high-quality and fun products. It's seen as community-focused, actively engaging with its audience, and a trusted, reliable business for unique pride and pop-culture merchandise.

Copy Examples

• •Spill the tea? Honey, this shirt IS the tea. 💅 Our new 'Main Character Energy' tee just dropped to make sure your fit is always the topic of conversation. Tap to shop before it's gone!
• •Your weekly dose of fabulous just arrived.
• •Wear Your Pride. Loud, Proud & Unapologetically You. Queer-owned and operated since 2016.
• •Just a reminder that your existence is iconic. Now go on and have a fab day. #QueerJoy #FabAF
• •This isn't your average coffee mug. This is a statement piece. Perfect for your morning brew, afternoon tea, or for silently judging your coworkers on Zoom. Holds 11 oz. of liquid and a gallon of sass.