Brand Tone

Irreverent, sarcastic, unapologetic, misanthropic, and self-deprecating, yet authentic and artistic.

Brand Values

• •Non-Conformity & Rebellion
• •Authentic Self-Expression
• •Community for the Excluded
• •Artistic Integrity
• •Cynical Realism

Best Practices

• •Embrace the Negative: Use sarcasm, cynicism, and self-deprecation as your primary tools. Frame your products not as solutions, but as companions for a flawed existence. Avoid positive, cheerful, or overly enthusiastic language at all costs.
• •Write for the Outsider: Always address your copy to the "bad people," the non-conformists, the disillusioned. Use "you" and "we" to create a clear in-group/out-group dynamic. Your goal is to alienate the mainstream.
• •Keep it Short and Punchy: Your audience doesn't want to be marketed to. Use direct, blunt, and concise statements. Let the confidence of your brevity speak for itself. Cut any words that feel like fluff or traditional "ad-speak."
• •Stay Confidently Apathetic: The tone should convey a sense of "we made this because we thought it was cool, and we don't care if you buy it." This projects an effortless confidence that is central to the brand's appeal. Never seem desperate for a sale.
• •Let the Visuals Do the Heavy Lifting: Your copy is the cynical cherry on top, not the whole sundae. Trust that your product design and imagery have already communicated the core aesthetic. The copy's job is to add the final layer of personality and wit.

Social Perception

Perceived as niche, cult-like, and highly authentic, offering high-quality, artistic products that serve as a statement of identity for its anti-establishment audience.

Copy Examples

• •Another pointless design for your meaningless existence. At least the cotton is heavy. The ‘[Product Name]’ tee is now available.
• •Your bad decisions just got more affordable. 30% off our entire collection. No code needed, we're not that clever.
• •Your wardrobe is boring. We're here to help (or not).
• •Good Clothes for Bad People. If you think this ad is for you, it probably is. If you don't, it definitely isn't.
• •Block out the sun. Or the haters. Or everything. We don't really care what you do with it. The ‘[Product Name]’ cap is available now.