Brand Tone

Humorous, witty, unapologetically honest, sassy, and a bit 'naughty'; informal, relatable, and personal.

Brand Values

• •Honesty and Authenticity
• •Humor and Joy
• •Quality and Craftsmanship
• •Customer Connection
• •Sustainability

Best Practices

• •Embrace the Wit: Always lean into humor. Whether it's a product description, a social media caption, or an email subject line, find an opportunity to be clever and playful. The humor should be sharp, modern, and a little bit cheeky.
• •Speak Like a Real Person: Avoid corporate jargon and overly polished marketing-speak. Use contractions, colloquialisms, and a conversational tone. Imagine you're talking to a friend. The brand's blog is a great example of this personal and direct style.
• •Be Bold and Unapologetic: The 'naughty' and 'honest' aspects are key brand differentiators. Don't shy away from profanity or suggestive themes where appropriate for the product and platform. This edginess is what customers are drawn to.
• •Balance Humor with Heart: While the primary tone is humorous, the brand also celebrates genuine connections. The copy should reflect that the humor comes from a place of affection and understanding of real relationships.
• •Let the Product Do the Talking: The messages on the cards are the main event. In visual media like social media, keep the copy brief and let the product image capture attention. The caption should complement the card's message, not overshadow it.

Social Perception

Overwhelmingly positive; perceived as a go-to for unique, funny, and high-quality cards. Valued for its humor, tangible product quality, excellent customer service, and a personal, relatable brand experience.

Copy Examples

• •Your friend isn't boring, so why is their birthday card? Ditch the generic schmaltz and give them something that will actually make them laugh. Our cards are like your group chat in paper form. Shop the collection now. #NutshellCards
• •Roses are red, violets are blue, most cards are cheesy, but ours tell the truth. This Valentine's, say what you really mean, whether it's 'I love you more than tacos' or something a little... naughtier. Find the perfect card for your person. 😉
• •You look like someone with a great sense of humor. And good taste. You'll fit right in here. Get 10% off your first order and start giving cards that don't suck.
• •Celebrating another year of putting up with each other's weirdness is true love. Our 'Naughty Cards' collection is perfect for the one you annoy the least. Tag your partner in crime. 🔥
• •For the friend who has seen you at your worst and still isn't running for the hills. This card is for them. Blank inside for your own sappy (or sarcastic) message. We don't judge.