Brand Tone

Mystical & Whimsical, Edgy & Rebellious, Artistic & Expressive, Inclusive & Community-Oriented, Playful & Bold

Brand Values

• •Self-Expression & Individuality
• •Creativity & Artistry
• •Quality & Innovation
• •Ethical Practices
• •Inclusivity
• •Community
• •Philanthropy
• •Woman & AAPI Immigrant Owned

Best Practices

• •Consistently use evocative, magical, and celestial language. Words like otherworldly, ethereal, cosmos, magic, enchant, galaxy, stardust, and oracle reinforce the brand's core identity.
• •Directly address and empower the target audience of misfits, dreamers, outcasts. Use language that validates their individuality and rebellious spirit.
• •Frame nail polish as wearable art and a tool for self-expression. Encourage creativity and storytelling through nail art.
• •Balance a slightly rebellious, non-conformist attitude with welcoming and inclusive messaging. Ensure the edginess doesn't alienate but rather empowers.
• •Use vivid descriptions for the polish effects. Instead of just saying shimmery, describe how it shimmers (e.g., like captured moonlight, shifts like a twilight sky). Connect the unique product names to their evocative descriptions.

Social Perception

Mooncat is largely perceived as a high-quality, innovative, and exciting indie nail polish brand with a strong, unique aesthetic. Customers are drawn to their special effect polishes and creative branding. The commitment to being vegan, cruelty-free, and inclusive is well-received. They are seen as a brand that understands its misfit audience.

Copy Examples

• •Headline: Unleash Your Inner Cosmos. Our new [Collection Name] lacquers are here to turn your nails into swirling galaxies. Body: Dare to be different? Mooncat is for the dreamers, the rebels, the star-gazers. Dip your claws into shades that shift, shimmer, and defy the ordinary. Vegan, cruelty-free, and brewed with a touch of magic. Shop the new collection – your personal universe awaits. #MooncatMagic #OtherworldlyNails
• •Instagram Post: They called you a misfit. We call you family. ✨ Rock your unique sparkle with 'Rebel Stardust' – a supernova of holographic glitter in a deep indigo base. Because normal is an illusion. Show us your #MooncatMisfits mani! #WearableArt #VeganBeauty #CrueltyFreeNails
• •Product Description (for a dark, shimmery polish named 'Midnight Oracle'): Gaze into the void and find your truth. 'Midnight Oracle' is a fathomless black infused with an enigmatic [color] shimmer that whispers secrets with every flick of your wrist. More than a polish, it's a portal. What will your nails prophesize? Handcrafted in the USA, 10-free, vegan, and always cruelty-free.
• •Email Subject: Your Nails Are Bored. Let's Fix That. Body: Still wearing that same old shade? The universe has so much more to offer! Explore Mooncat's newest arrivals – from ethereal shimmers to defiant magnetics. It's time to paint your own story. P.S. We love our weirdos. Welcome home.
• •Facebook Ad: Tired of blending in? Hello Dark Moon, welcome to Mooncat. Our lacquers are designed for those who walk their own path, even if it's paved with glitter and starlight. Discover bold colors, magical effects, and a community that gets it. Tap to explore the magic. #EmbraceYourQuirks #MooncatLovesCats #EthicalBeauty