Brand Tone

Humorous & Playful, Bold & Expressive, Proud & Cultural, Familiar & Relatable, Casual & Approachable

Brand Values

• •Cultural Pride
• •Humor & Joy
• •Self-Expression & Individuality
• •Community & Connection
• •Authenticity

Best Practices

• •Embrace Spanglish (Authentically): Weave in Spanish words and phrases naturally and correctly, reflecting how the target audience genuinely communicates. Avoid forced or inaccurate usage.
• •Keep it Light and Humorous: Infuse copy with wit, relatable jokes, and playful language that resonates with Latino humor. However, be mindful of cultural sensitivities and avoid stereotypes that could be offensive.
• •Be Bold and Confident: Use strong, declarative sentences. Don't be afraid to be a little cheeky or irreverent, reflecting the "Loco" aspect of the brand, but always stay true to the cultural pride message.
• •Focus on Community and Shared Identity: Use inclusive language ("we," "us," "nuestra gente"). Reference shared cultural touchstones, traditions, and family dynamics that create a sense of belonging.
• •Stay Visually Consistent with Tone: Ensure that the visuals (graphics, product photos, videos) accompanying the copy also reflect the same bold, humorous, and culturally proud tone. The overall aesthetic should be vibrant and engaging.

Social Perception

Positive & Engaging, Niche-Focused, Fun & Trendy, Empowering (for some)

Copy Examples

• •Tired of boring tees? 🌶️ Spice up your wardrobe with our latest 'Loco' collection! Perfect for showing off your *sabor* and making your *abuela* chuckle (or maybe gasp a little 😉). Shop now and let your shirt do the talking! #HouseOfLocos #LatinPride #FunnyTees
• •Alright, *Jefas*! This ain't just a t-shirt, it's a declaration. You're the boss, the queen, the one who gets things done. Made with 100% comfy cotton (because even bosses deserve comfort) and a design as bold as your cafecito. Wear it loud, wear it proud! #LaJefa #LatinaBoss #GirlPower
• •🔥 Fresh Styles So Hot, They're Straight Off The Comal! 🔥
• •When someone asks why you need another House of Locos tee... *shows off 5 different hilarious shirts*. It's not an addiction, it's a cultural statement, okay?! 😂 Which one is your fave? 👇 #LatinoHumor #MexicanStyle #OOTD
• •Warning: May Cause Uncontrollable Laughter & Intense Cultural Pride. Shop House of Locos – Wear Your Roots!