Brand Tone

humorous, irreverent, direct, and relatable

Brand Values

• •Humor & Originality
• •Identity & Belonging
• •Self-Expression & Boldness
• •Relatability
• •Quality (Implied)
• •Informality & Approachability

Best Practices

• •Know Your Audience's Lingo: Speak their language. If you're targeting firefighters, use terms and humor that resonate with them. If it's a Breton design, sprinkle in some local flavor. This shows authenticity.
• •Embrace Imperfection and Honesty: The tone is relatable and down-to-earth. Don't be afraid of being slightly informal or admitting shared "flaws" or frustrations through humor. Avoid overly polished corporate speak.
• •Humor is Key, but Keep it Relevant: While the brand is humorous, ensure the jokes or witty remarks align with the product or the target audience. The humor should feel natural to the brand, not forced.
• •Be Bold and Direct: The slogans are often straightforward and unapologetic. Let this confidence shine through in all copy, from product descriptions to social media posts. Don't beat around the bush.
• •Maintain Consistency Across All Channels: Whether it's an email newsletter, a Facebook post, an Instagram caption, or a product description on the website, the voice should be recognizably "Le T-Shirt du Caporal." This builds brand identity and trust. Create a simple style guide if needed to remind content creators of the key tonal elements.

Social Perception

fun, original, and often edgy apparel

Copy Examples

• •Let's be honest, adulting is mostly fueled by caffeine and questionable humor. This shirt? It just gets it. Perfect for those days when your brain says what everyone else is thinking. Grab yours and wear your survival strategy.
• •Warning: May spontaneously talk about firefighting... or use a hose. This tee is for the heroes who run towards the flames when everyone else runs away. Show your pride, or just remind folks to be nice. You've earned it, Caporal!
• •Kouign-amann, Fest Noz, and an unbreakable spirit. If you know, you know. Wear your Breton pride loud and proud. And yes, the sun DOES shine here... sometimes. 😉 Get your dose of Breton attitude.
• •For those moments when you're not being difficult, you're just... thoroughly explaining the obvious. This shirt is your new best friend for 'spirited discussions'. You're welcome.
• •Brace yourselves! We've just dropped a fresh batch of tees and sweats so funny, your abs will thank us (or your money back... just kidding, no refunds for excessive laughter). Check out the new arrivals before your mate nabs the best ones!