Brand Tone

irreverent, provocative, sarcastic, and deliberately vulgar

Brand Values

• •Unfiltered Humor
• •Provocation as a Goal
• •In-Group Identity
• •Anti-Conformity
• •Quality within the Joke

Best Practices

• •Embrace the Vulgarity: Do not dilute the brand's core identity. The "morally vulgar" and provocative nature is the main selling point. The copy should always lean into the joke.
• •Use Sarcasm and Witty Puns: The brand is "punny," not just crude. The copywriting should be clever and layered. A phrase like "Butthole Check" is explained with a sarcastic story about losing your keys, adding a layer to the initial shock.
• •Speak to the "In-Group": Address the customer as a fellow degenerate or adventurer who understands the humor. Use inclusive-exclusive language like, "If you get it, you get it."
• •Juxtapose Crude Humor with Quality Features: Pair an offensive product title with a detailed, serious description of the high-quality, ethically sourced materials to enhance the comedic contrast and build trust in the product's physical value.
• •Maintain a Consistent Voice Across All Channels: The tone used in product descriptions on the website, social media captions, and email marketing must be identical to build a cohesive and recognizable brand personality.

Social Perception

Customers and fans likely perceive the brand as bold, hilarious, and a source for unique self-expression and novelty gifts. The general public would likely be divided, finding the content offensive, which is an intended outcome.

Copy Examples

• •Warning: May cause spontaneous laughter and get you uninvited from family dinner. Our new collection just dropped. Wear it at your own risk.
• •Your poor life choices just got a new uniform.
• •This isn't just a t-shirt. It's a social filter. Made from 100% ring-spun cotton for maximum comfort while you watch lesser people cross the street to avoid you. It’s not our fault they can’t handle style.
• •Apparel for people with a 5-star sense of humor and a 1-star moral compass. Free shipping on orders over $50.
• •We were told to tone it down. So we made this. Let us know how we did. #JestInBadTaste #SorryNotSorry