Brand Tone

Bold, cheeky, and unapologetically queer. Infused with a sense of humor that is both playful and intimate, conversational, confident, and often uses culturally specific slang and in-jokes.

Brand Values

• •Authenticity and Self-Expression
• •Queer Community Celebration
• •Handcrafted Quality
• •Sustainability
• •Creativity and Artistry

Best Practices

• •Embrace the Cheek: Don't shy away from playful innuendo and humor. The brand's "cheeky" nature is its superpower. Let this confidence shine in all copy, from product descriptions to social media captions.
• •Speak Directly to Your Community: Use language, references, and humor that resonate specifically with the queer community. This creates a powerful sense of "if you know, you know" that builds loyalty.
• •Lead with the Vibe, Follow with the Scent: As the founder does, let the name and the story come first. The copy should first sell the experience, the memory, or the joke, and then introduce the scent notes that create it.
• •Maintain the Founder's Voice: The brand is inextricably linked to its creator. The copy should always sound like it's coming from a real, funny, creative person in Brooklyn, not a faceless corporation. Use "I" and "my" where appropriate, especially on social media.
• •Be Bold and Unapologetic: The brand is described as "bold and unapologetically creative." This should be the guiding principle for all communication. The copy should be confident and assertive, never generic or hesitant.

Social Perception

Highly positive and aligned with its intended brand identity, viewed as an authentic entity within the queer community, with strong customer praise for scents and product quality. The founder's active and humorous presence creates a direct and personal connection, making the brand feel approachable and genuine.

Copy Examples

• •That magic moment when the light hits just right. Golden Hour is the scent of warm skin, late afternoon sun, and the promise of a night that’s just getting started. Notes of amber, saffron, and a hint of bergamot. Go ahead, get your glow on.
• •You know the feeling. That 2 a.m. walk through a rain-dampened park, where every shadow holds a possibility. Our 'Cruising' candle captures that thrill with notes of moss, cypress, and a whisper of smoke. What are you looking for?
• •Weekend checklist: brunch plans, questionable DMs, and a house that smells amazing. We can help with one of those things. Featuring our full 'After Hours' collection. Link in bio to get yours.
• •Loud, proud, and smelling incredible. This Pride, we're celebrating with scents that are as bold as our community. A portion of all sales this month will be donated to LGBTQ+ organizations.
• •Inspired by your favorite beard oils and rugged sophistication. This is for the ones who know what they want. So saddle up and grab a 'stache for the ride of your life. A timeless blend of cardamom, cedar leaf, and tobacco.