Brand Tone

humorous, witty, playful, modern, pop-culture-savvy, approachable, lighthearted

Brand Values

• •Humor
• •Originality
• •Quality
• •Connection
• •Creativity

Best Practices

• •Lead with the Joke: Always start from a place of humor. The core of the brand is the witty misinterpretation, so every piece of copy should reflect that playful spirit.
• •Stay Pop-Culture Relevant: Keep a pulse on current music, trending memes about lyrics, and classic, universally known songs to ensure the references are understood and shared by the target audience.
• •Use an "In-the-Know" Tone: Write as if you and your customer are sharing a secret joke. Use phrases like "We all thought it," "You know the one," or "Admit it, you sang it this way too."
• •Balance Humor with Quality: While the concept is funny, the copy should always reinforce the value of the product itself. Mention the "premium paper," "vibrant colors," and "gallery-quality finish" to remind customers they are buying a quality item, not just a gag gift.
• •Keep it Positive and Lighthearted: The brand's humor is based on innocent mistakes, not mockery. The tone should always be celebratory and fun, avoiding sarcasm or anything that could be perceived as negative.

Social Perception

clever, niche, and fun

Copy Examples

• •You thought she was dreaming of Starbucks Lovers? So did we. Hang this on your wall and never forget the lyric that launched a thousand coffee runs. ☕️ #MisheardLyrics #StarbucksLovers #MSHRDprints
• •No, that's not what they said. (But it's better.)
• •Saving him his life from this monstrosity? Close. We’re pretty sure Freddie was saving a sausage roll from his monstrous appetite. This print is for the foodie who hears what they want to hear. A true champion.
• •The Lyrics You Hear vs. The Lyrics They Wrote. We print the ones you hear. Shop the funniest art on the internet.
• •Stop arguing over the lyrics. You're both wrong. And we've turned the best mistakes into art. Find your favorite misheard song at MSHRD Prints and start a real conversation.