Brand Tone

friendly, humorous, and ironic, heavily influenced by internet culture and Y2K aesthetics, using informal, witty, and self-aware language.

Brand Values

• •Humor and Silliness
• •Niche Community
• •Authenticity
• •Nostalgia

Best Practices

• •Embrace Internet Vernacular: Consistently use informal language, internet slang, and emojis that are native to your target audience. Keep it current but true to the Y2K-inspired brand identity.
• •Be Witty and Concise: Keep copy, especially on social media, short and impactful. A clever one-liner or a witty caption is more effective than a long paragraph.
• •Incorporate Niche References: Don't be afraid to be specific. The brand's strength lies in its niche appeal. Using references that only a select group will understand strengthens the bond with your core community.
• •Prioritize Authenticity: Maintain the "small team" narrative. Use "we" and "us" to create a personal connection. Share behind-the-scenes content or user-generated photos to reinforce the sense of a real, passionate community.
• •Engage with Your Community: Respond to comments and messages using the same friendly and humorous tone. Participating in the conversation, not just broadcasting messages, is key to maintaining the brand's social perception.

Social Perception

A cool, "if you know, you know" brand; authentic outlet for unique interests and humor; run by passionate real people fostering strong community and loyalty; apparel acts as a cultural signifier.

Copy Examples

• •Your dial-up modem could never. 💻✨ Our new Y2K collection just dropped. Link in bio before it’s gone faster than your free trial of AOL.
• •Wear your hyper-specific internet joke with pride. This shirt is for the 1% of the population that will get it, and for the 99% who will be confused. We see you. We are you. 100% premium cotton for maximum comfort while you explain the lore.
• •ur new favorite shirt is in here 👀
• •Tired of boring clothes? So were we. That's why we made these. Shop our collection of silly and niche shirts that are probably funnier than we are. Based in Toronto, shipped to your door.
• •Which obscure 2000s reference should we put on a shirt next? 👉 [Option A: Early YouTube video] vs. [Option B: Forgotten Flash game]