Brand Tone

Warm, nostalgic, friendly, approachable, and enthusiastic, focusing on cozy comfort and personal connection.

Brand Values

• •Celebrating Fandom
• •Prioritizing Comfort
• •Fostering Community
• •Encouraging Self-Expression
• •Relatability and Authenticity

Best Practices

• •Always Weave in 'Cozy Comfort': Every piece of copy should connect back to the core feeling of comfort, warmth, and relaxation, using sensory language.
• •Use Fandom-Specific Language: Confidently use quotes, inside jokes, and specific references from the shows to build immediate connection.
• •Maintain a Personal, Friendly Tone: Write as if talking to a friend, using 'you' and 'we', asking questions, and incorporating friendly emojis.
• •Tell a Story with Products: Frame products within a narrative, adding emotional value beyond the physical item.
• •Highlight Community and Shared Experience: Actively feature user-generated content and use captions that foster a sense of belonging among customers.

Social Perception

A specialized niche brand for dedicated fans of specific TV shows, perceived as a beloved creator and provider for its fandom, offering premium, stylish, and referential merchandise with a consistent cozy aesthetic.

Copy Examples

• •Nothing says 'fall is here' like a trip to Stars Hollow. 🍂 Our new Luke's Diner sweatshirt is here to keep you cozy through your next Gilmore Girls marathon. Grab a coffee (or five) and get yours. Link in bio! ♡
• •POV: You're an Upper East Side queen running errands. Spotted: The perfect tote for your next adventure. Our Gossip Girl inspired bag has arrived. You know you love it. XOXO.
• •For slow mornings & nostalgic reruns ✨
• •Where Pop Culture Meets Comfort. Wear your favorite stories.
• •Hey Upper East Siders, we've got something for you. Our new collection is inspired by the drama, the glamour, and the style of Gossip Girl. Perfect for those who believe comfort is key, even when plotting your next move. Shop now and get 10% off your first order! XOXO.