Brand Tone

Witty, Relatable, and Unapologetically Frank

Brand Values

• •Mental Health Advocacy
• •Self-Expression and Authenticity
• •Humor as a Coping Mechanism
• •Inclusivity and Social Consciousness
• •Community

Best Practices

• •Lead with Vulnerability: Continue to anchor the brand in the artist's personal story. Share the "why" behind the designs, especially those related to mental health. This authenticity is your strongest asset.
• •Balance Sass with Support: Maintain the witty, frank tone, but always ensure it comes from a place of shared experience and support. The goal is to make people feel included in an inside joke, not alienated by sarcasm.
• •Use "You" and "We": Write copy that speaks directly to the customer as an individual ("You know that feeling when...") and use "we" to foster a sense of community ("Around here, we believe..."). This creates a conversational, peer-to-peer relationship.
• •Stay Specific with Pop Culture: Continue to tap into niche and mainstream pop culture that resonates with the millennial and Gen-Z audience. Specificity (quoting a line from a show, referencing a character) creates a much stronger connection than generic references.
• •Let Your Values Shine: Don't shy away from the political and social values that are integral to the brand. This clarity will continue to attract customers who share those values and build a more resilient and loyal community. Your brand isn't for everyone, and that is its strength.

Social Perception

High-quality and unique products; Excellent customer service; A brand that "gets it" and makes the target audience feel seen and understood; Relatable and authentic artist.

Copy Examples

• •Your daily reminder that it's okay to be a walking paradox. ✨ This sticker is for when you're trying to project calm, but your brain has 37 tabs open, and one of them is on fire. Stick it on your laptop for your next video call. No one needs to know. #anxietyawareness #relatable #stickershop
• •Packing up another order for someone who understands that the 'spooky season' is a year-round state of mind. 💀🖤 This cozy hoodie is perfect for watching horror movies, avoiding responsibilities, or both. Thanks for your order, kindred spirit! #spookycute #smallbusiness #packanorderwithme
• •Still not over that season finale? Neither are we. Channel your feelings into something you can wear. Our latest collection is dedicated to the characters you love and the quotes you can't stop repeating. High-quality, super soft, and guaranteed to be a conversation starter. Shop now and find your people. #popculture #fangirl #tvshow
• •Subject: For when you've had it, officially. Hey friend, We just dropped a new mug that says what we're all thinking: 'I Don't Actually Care What The Founding Fathers Wanted.' It’s perfect for your morning coffee, your afternoon tea, or just staring into while you contemplate dismantling the patriarchy. Be the first to grab it. #feminist #newproduct #empathyisinyourcart
• •Embrace your beautifully chaotic and unknowable self. This tee is for anyone who is tired of being told to smile more. Be weird. Be powerful. Be the horror. ✨ An essential for your dark academia, goblincore, or generally mysterious aesthetic. #eldritchhorror #darkaesthetic #graphictshirt