Brand Tone

subtly rebellious, minimalist, and authentic

Brand Values

• •Digital Consciousness
• •Individualism & Self-Expression
• •Authenticity over Curation
• •Simplicity

Best Practices

• •Less is More: Keep captions, headlines, and descriptions short and direct. The brand's power lies in its understated confidence. Avoid long, explanatory paragraphs.
• •Amplify the Community Voice: Continue prioritizing user-generated content. Your copy should serve to caption their reality, not to create a new one. Use phrases like "Spotted," "Real life by [username]," or simply let the image speak for itself.
• •Embrace the Irony: Don’t shy away from the inherent contradiction of promoting an anti-internet message online. Use it subtly in your copy (e.g., "The only scroll you need today is through our new cases," or "Found on the internet, for leaving the internet").
• •Focus on the "Feeling," Not the "Feature": Your copy shouldn't sell a phone case; it should sell a feeling of liberation, shared sentiment, and quiet rebellion. Instead of "durable plastic," use "a durable statement."
• •Maintain a Consistent Call-to-Action (CTA): CTAs should be simple and align with the brand's values. Instead of aggressive sales language, use invitations like "Join the club," "Make a statement," "Find your reminder," or "Shop the drop."

Social Perception

The public and customer perception of "F The Internet" is largely positive, centered on relatability and a shared sense of "being in on the joke." It is viewed as a community for like-minded individuals who appreciate its clever and niche concept.

Copy Examples

• •Your daily reminder. IRL > URL.
• •More living, less scrolling. Tag your offline buddy. #ftheinternet #disconnecttoconnect
• •Say it without saying anything. A minimal design for a maximalist world. Protect your phone, and your peace.
• •So are we. That’s the whole point. Our new designs just dropped. They won’t change your life, but they’ll make a statement while you’re out living it. Shop the drop.
• •Log Off. A statement piece for the digitally drained. Join the club.