Brand Tone

Humorous, Playful, Casual, Approachable, and Enthusiastic

Brand Values

• •Self-Expression & Individuality
• •Customer Focus & Responsiveness (Stated)
• •Variety & Customization
• •Fun & Enjoyment
• •Accessibility (Price)

Best Practices

• •Develop a "Gnarly" Lexicon: Create a list of words, phrases, and emojis that align with the brand's humorous, casual, and enthusiastic tone. Refer to this when writing any copy. Think terms like "awesome," "hilarious," "epic," "rad," "vibes," alongside playful language.
• •Prioritize Personality Over Formality: Avoid overly corporate or stiff language. Use contractions, colloquialisms (where appropriate for a broad audience), and a conversational style. Write like you're talking to a friend who shares your sense of humor.
• •Inject Humor (Wisely): While humor is a core element, ensure it's generally relatable and aligns with the visual designs. Be mindful of current sensitivities and aim for light-heartedness. The goal is to make people smile, not scratch their heads or feel excluded.
• •Focus on the "You": Address the customer directly and make the copy about their experience, their self-expression, and the fun they'll have with the products. Use phrases like "Find *your* style," "A shirt that screams *YOU*."
• •Be Consistent Across All Channels: Whether it's a product description, a social media caption, an email, or customer service interaction (especially important given feedback), the Gnarly Tees voice should be recognizable. This builds brand identity and trust. Train any staff involved in communication on the brand voice.

Social Perception

An e-commerce store focused on direct-to-consumer sales of graphic apparel with mixed customer reviews regarding product quality and shipping times, but design appeal due to variety and niche nature.

Copy Examples

• •Headline: Your Wardrobe is Begging for This. (Probably.) Body: Stop boring your hangers. Gnarly Tees: Wear what you meme. Shop our latest drop of hilariously unique tees! Call to Action: Get Your Gnarly On!
• •Social Media Post: Feeling a bit… meh? We’ve got the tee for that. And the one for when you’re feeling awesome. And for when you’re just feeling… like you need a new t-shirt. Image: A dynamic collage of diverse t-shirt designs. Call to Action: Find Your Feeling -> [Link to Website] #GnarlyTees #FunnyShirts #ExpressYourself
• •Email Subject: Warning: May Cause Uncontrollable Laughter & Compliments. Body: Hey [Customer Name], we noticed you have excellent taste (or at least you’re browsing Gnarly Tees, which is close enough 😉). Unleash your inner awesome with designs that speak louder than words. Call to Action: Shop Now & Get 15% Off Your First Order!
• •Product Description Snippet (for a specific funny tee): This isn't just a t-shirt. It's a conversation starter. A mood lifter. A public service announcement that you don't take life *too* seriously. Made with comfy cotton and a whole lotta gnarly. Call to Action: Add to Cart (You know you want to)
• •About Us Snippet (Website): We’re Gnarly Tees. We make shirts that are as unique, witty, and a little bit weird as you are. Life’s too short for boring clothes. Let’s get gnarly! We’re always dreaming up new designs – got an idea? Hit us up!