Brand Tone

Witty, introspective, macabre, encouraging, personal, conversational, humorous, whimsical, uplifting, and embracing of "weirdness" as a source of strength and community.

Brand Values

• •Embracing Imperfection and Individuality
• •Authentic Storytelling
• •Creative Resilience
• •Community and Connection
• •Passion for Pop Culture

Best Practices

• •Always Speak to the "Weird Kid": Use "you" and address the audience directly. The brand's name is a greeting, so maintain that conversational, inclusive tone in all copy.
• •Balance Dark with Whimsical: Never lean so far into the macabre that it loses its heart. Pair "creepy" with "cute," "chaos" with "feelings," and "horror" with "hope." The magic is in the contrast.
• •Tell a Story (Even a Small One): Whether it's a product description or a social media caption, embed a narrative. Where did the idea come from? What feeling does it represent? Give every piece of content a backstory.
• •Use "Insider" Language: Employ phrases like "If you get it, you get it." This fosters a sense of community and makes the audience feel seen and understood on a deeper level.
• •Be Unapologetically Authentic: Share personal struggles, quirky interests, and unfiltered thoughts. The brand's power comes from Dan Jaworsky's personality. The copy should always sound like it's coming directly from the "absurd philosopher with a paintbrush" himself.

Social Perception

Niche, authentic, artist-driven, understanding, genuine, community-building for those who feel different.

Copy Examples

• •They say we're all just skeletons on the inside. Here's one that decided to come out and play. For the weird kid who knows that what's underneath is way more interesting. New print available now. You get it.
• •This isn't just a t-shirt. It's a membership card. A signal to the others. The ones who grew up on strange movies, weird music, and the feeling that you were gloriously different. Wear it with unapologetic grit. Welcome to the club.
• •For the Weird, the Weary, and the Wonderfully Strange.
• •Art for the outsiders. Stories for the strange. Welcome home, weird kid.
• •Painting My Anxiety: How a Blank Canvas and a B-Horror Movie Saved My Week