Brand Tone

The predominant tone is witty, minimalist, and subtly absurd, employing dry, intelligent humor that appeals to an audience familiar with internet culture and existential jokes. The copy is concise, direct, and clever, relying on text and simple graphics rather than loud or slapstick humor.

Brand Values

• •Humor and Wit
• •Simplicity
• •Self-Expression
• •Originality

Best Practices

• •Keep it Concise: All copy, from product descriptions to ads, should be short and to the point, letting the T-shirt designs do most of the talking.
• •Stay True to the Niche: Avoid generic humor, focusing instead on the brand's specific appeal to those who appreciate dry, witty, and slightly absurd jokes.
• •Use Understated Language: The tone should be clever, not loud, utilizing words like "witty," "subtle," "absurd," and "minimalist," and avoiding overly enthusiastic language.
• •Create a Persona: Write as if speaking to a friend who shares the same niche sense of humor, ensuring the copy is relatable and feels like an inside joke.
• •Focus on "The Why": Frame products as a means of self-expression, allowing customers to wear their thoughts, start conversations, or get a knowing nod from like-minded individuals.

Social Perception

Public perception is difficult to gauge directly due to a lack of dedicated social media and independent reviews. The brand operates in a saturated market of minimalist and funny T-shirts, competing with larger platforms, but differentiates itself through a specific, curated collection of witty and absurdist humor.

Copy Examples

• •Your personality isn't boring, so your T-shirt shouldn't be either. Wear your wit. Shop the collection.
• •Embrace the Absurd. T-shirts for overthinkers, meme-lovers, and professional procrastinators.
• •Subject: Your new favorite shirt is waiting. Inside: You could wear a plain tee. Or you could wear a shirt that explains your existential dread so you don't have to. The choice is yours.
• •We put maximum thought into this shirt so you could put in minimal effort. It’s called efficiency.
• •Log off. Or at least wear a T-shirt that understands the struggle. Our latest designs are fresh from the internet's best inside jokes.