Brand Tone

irreverent, bold, snarky, empowering, and unapologetically feminist and activist-oriented

Brand Values

• •Unfiltered Self-Expression and Empowerment
• •Feminism and Social Justice
• •Inclusivity and LGBTQ+ Allyship
• •Challenging the Norm/Disrupting the Status Quo
• •Community and Unity
• •Ethical Sourcing & Quality
• •Humor and Snark

Best Practices

• •Embrace Bold & Direct Language: Don't shy away from strong statements and even a bit of profanity where appropriate for the product/platform. Be clear and assertive in your messaging.
• •Inject Snark & Humor: Weave in witty observations, sarcasm (where fitting), and playful language that reflects the brand's "tongue in cheek" design philosophy.
• •Lead with Values: Ensure copy consistently reflects core values like feminism, social justice, empowerment, and inclusivity. Make these themes central, not secondary.
• •Speak to Your "Witches and Bitches": Use an informal, empowering, and slightly rebellious tone that resonates with your target audience of "millennial feminists and anti-fascist activists." Create a sense of an in-group or community.
• •Be Unapologetic: Maintain a confident and unapologetic stance. The brand is about unfiltered expression, and the copy should reflect that conviction without softening its edges to appeal to everyone.

Social Perception

Bold and Unapologetic, Empowering and Relatable, High Quality and Unique, Supportive of Important Causes, Fun and Humorous

Copy Examples

• •Instagram Post (New Sticker Launch): Tired of an opinion-free existence? Slap this bad boy on your laptop and let the world know exactly where you stand. New 'Speak Your Damn Mind' sticker just dropped. Because silence is overrated. #IndigoMaiden #Unfiltered #SpeakUp
• •Product Description (Feminist Tote Bag): Carry your essentials and your convictions. Our 'Patriarchy is a Dumpster Fire' tote is made from ethically-sourced cotton and 100% sass. Big enough for your books, snacks, and the dismantling of systemic oppression. #FeministGear #EmpoweredAF #IndigoMaiden
• •TikTok Video Script (Showcasing various LGBTQ+ pride stickers): It's a beautiful day to be unapologetically YOU. ✨ Our new Pride collection is here to help you shout it louder. Tag a friend who needs these vibes! #Pride #LGBTQAlly #IndigoMaiden #LoveWins #RadicalSelfLove (Visual: quick cuts of different pride-themed stickers with upbeat, empowering music).
• •Email Newsletter Subject Line: Warning: May Cause Empowerment (and a few raised eyebrows) 😉 Email Body Snippet: Hey [Customer Name], Ready to add a little rebellion to your everyday? Our latest arrivals are here, packed with the usual Indigo Maiden snark and a whole lot of heart. Because being 'too much' is just the right amount. Shop now and wear your values on your sleeve (or your water bottle).
• •Website Banner: Indigo Maiden: For the Fearless. The Fierce. The Unapologetically Empowered. Shop Radical Goods Now.