Brand Tone

unapologetically bold, playful, and creative

Brand Values

• •Bold Self-Expression
• •Craftsmanship and Quality
• •Sustainability and Health-Consciousness
• •Local Roots

Best Practices

• •Embrace the Irony: Continue to use the word "inept" in a playful, ironic way that subverts its literal meaning. This is a core part of the brand's unique identity.
• •Stay Bold and Confident: Use strong, declarative sentences. Avoid passive language. The brand's voice is self-assured and should inspire confidence in the customer.
• •Tell the Story: Consistently reference the brand's San Francisco roots, the small-batch production process, and the hands-on approach. This narrative adds depth and authenticity.
• •Keep it Playful: Inject humor and wit where appropriate. The brand doesn't take itself too seriously, and the copy should reflect that lighthearted, creative spirit.
• •Focus on the Customer's Individuality: Frame the products not just as objects, but as tools for self-expression. The copy should empower the customer to be their own designer and to create a space that is uniquely theirs.

Social Perception

The brand is likely perceived as a high-end, artisanal option for consumers looking for unique, statement-making home decor. The use of "inept" as a brand name is a clever marketing choice that could be seen as ironic and intriguing, appealing to a design-savvy audience that appreciates a touch of wit. Their offerings, along with an 'Ultimate Guide' for wall decor, position them as experts, building trust with potential customers.

Copy Examples

• •Tired of your walls playing it safe? So are we. Introducing the [Product Name]. It’s not just a mirror, it’s a rebellion against the beige. #UnapologeticallyINEPT
• •From our messy San Francisco studio to your perfectly imperfect home. Each piece is handcrafted with a whole lot of care and just the right amount of obsession. Because good things take time. #MadeInSF
• •Why blend in when you were born to disrupt? Your space should be as bold as you are. Let's make your home a conversation starter. #BoldByDesign
• •Art that looks good and feels good. We use low-VOC paints and responsibly sourced materials, so you can breathe easy knowing your home is as healthy as it is stylish. Clean design, clean conscience. #HealthyMaterials
• •Your landlord doesn’t get a vote. Your space, your rules. Shop the collection and let your walls do the talking. #INEPTdesign