Brand Tone

Enthusiastic and Passionate, Casual and Approachable, Exciting and Playful, Direct and Confident, Slightly Edgy/Bold

Brand Values

• •Passion for Football
• •Customer Satisfaction
• •Authenticity
• •Affordability & Value
• •Surprise & Excitement
• •Sustainability
• •Growth & Ambition

Best Practices

• •Embrace Football Slang (Authentically): Use common football terminology and fan language naturally within the copy. Don't force it, but let the passion for the game shine through.
• •Keep it Energetic and Upbeat: Use active voice, exclamation points (sparingly but effectively), and words that convey excitement and anticipation.
• •Stay Approachable and a Little Cheeky: Don't be afraid of humor or slightly informal language where appropriate (like the "sh*tload" example). It makes the brand relatable, but always ensure it aligns with the overall message and doesn't offend.
• •Highlight the "Surprise" and "Value": These are key selling points. Continuously emphasize the thrill of the unknown and the great value (authentic shirts, often at a better price point).
• •Be Direct and Transparent: While the product is a mystery, be clear about what customers get (authentic shirts, ability to exclude teams, money-back guarantee). This builds trust alongside the excitement.

Social Perception

Generally Positive, Trustworthy, Fun and Engaging, Innovative, Some Initial Skepticism Overcome

Copy Examples

• •Headline: Ditch the predictable. Score a surprise. Body: Tired of the same old kits? Mystershirt delivers authentic football passion, boxed and random. What will you unbox? #MysteryShirtMadness
• •Headline: Your Next Favourite Shirt is a Mystery. Body: We've got a sh*tload of legit football shirts waiting for a new home. Tell us who to dodge, and we'll handle the epic surprise. 100-day money-back guarantee – no drama.
• •Headline: Warning: May cause extreme football joy. Body: Unbox the unexpected with Mystershirt. Authentic kits from across the globe. That feeling when you reveal a gem? Yeah, we deal in that.
• •Headline: Fuel Your Fandom. The Fun Way. Body: Stop overpaying. Start unboxing. Mystershirt is your hookup for genuine football shirts without the hefty price tag. Get ready for your next obsession.
• •Headline: From Antwerp to Your Doorstep: Pure Football Excitement! Body: Born from a love of the beautiful game, Mystershirt brings the thrill of the unknown to your collection. Authentic. Surprising. Unforgettable.