Brand Tone

discreet and transactional

Brand Values

• •Discretion
• •Variety
• •Accessibility

Best Practices

• •Define a Persona: Decide who "Happytoys" is. Is the brand a knowledgeable friend, a playful guide, or a sensual expert? Every piece of copy should sound like it comes from this single persona.
• •Focus on "Why," Not Just "What": Instead of only listing a product's features (e.g., "10 vibration speeds"), describe the benefit or feeling ("Find the perfect intensity for every mood, from a gentle hum to a powerful pulse").
• •Use Evocative Language: Incorporate sensory and emotional words. Terms like "discover," "unleash," "explore," "sensation," and "intimate" create a more compelling narrative than purely technical descriptions.
• •Maintain Discretion While Building Connection: Reassure customers about discreet packaging and privacy in the FAQ or checkout process, but allow the product descriptions and social media content to be more open and confident. This builds trust without sacrificing the brand's core promise.
• •Create a Simple Style Guide: Document key brand voice attributes (e.g., "Playful, but not crude," "Informative, but not clinical"), preferred terminology, and tone for different platforms (e.g., website vs. social media) to ensure consistency across the team.

Social Perception

Customers likely perceive Happytoys as a straightforward online store to purchase adult products without added frills, community, or lifestyle branding. The perception is that of a functional retailer rather than a "badass sex toy brand" that aims to break taboos or focus on empowerment.

Copy Examples

• •That 'O' moment is closer than you think. 😉
• •Date night dilemma? 🔥 or 🧊? Tell us your favorite way to spice things up for a chance to win a couples' toy set!
• •Don't just go through the motions. The [Product Name] is designed with five unique patterns to help you discover new paths to pleasure. It's not just a toy; it's an exploration.
• •Your pleasure, your rules. Take control of your happiness. #Happytoys
• •Discreet Shipping. Undisguised Pleasure. Explore our collection and find your happy.