Brand Tone

Artistic, Creative, Edgy, Alternative, Community-Oriented, Direct, Proudly Canadian, Resilient, Defensive, Casual, Humorous, Engaging

Brand Values

• •Individuality & Self-Expression
• •Quality & Craftsmanship
• •Support for Athletic Communities
• •Inclusivity (stated)
• •Canadian Made
• •Freedom of Choice (recently emphasized)

Best Practices

• •Always tie the brand's visual and textual communication back to the unique, edgy, and colorful art of Steven Recsky. Let the art inspire the attitude.
• •Use language that resonates with the alternative, athletic (especially roller derby), and art-loving communities. Be direct, a little rebellious, and authentic.
• •Consistently mention "Proudly Canadian Made" and the in-house, quality-focused production, especially for custom athletic wear.
• •Given recent controversies, carefully consider how to address or subtly counter negative perceptions by consistently reinforcing positive values like inclusivity (as stated by the brand), individuality, and community support in an authentic way. Avoid overly defensive tones in general marketing copy, but be prepared to address concerns transparently if directly engaged.
• •Whether it's a touch of humor, a bold statement, or a supportive message to athletes, ensure the copy has a distinct personality that reflects the "bad a** individuals" it seeks to attract.

Social Perception

Positive within its Niche, Artistically Driven, Controversial, Supportive of Community Initiatives

Copy Examples

• •Headline: Unleash Your Inner Beast. Body: Tired of blending in? Monster Muffin outfits the outsiders, the rebels, the rollers who carve their own path. Rock art that roars. Shop the new collection.
• •Headline: Built for the Bout. Designed to Dominate. Body: On the track, you need gear that’s as tough and unique as you are. Monster Muffin: Custom roller derby wear, born from art, bred for battle. Proudly Canadian.
• •Headline: Wear Your Art on Your Sleeve. Literally. Body: Why be a canvas when you can be the gallery? Featuring the unmistakable art of Steven Recsky, our apparel is for those who live loud and play hard.
• •Headline: More Than Just Clothing. It's a Statement. Body: Monster Muffin is for the bold, the brave, the unapologetically you. From custom team jerseys to street style that screams individuality. What's your statement?
• •Headline: Canadian Made. Globally Feared (On the Track). Body: We craft every piece in our Ontario studio with grit, passion, and a whole lotta ink. Gear up with Monster Muffin and show the world what you’re made of.