Brand Tone

Humorous, Sarcastic, Irreverent, Unfiltered, Relatable, Informal, and Casual.

Brand Values

• •Humor & Laughter
• •Authenticity & Self-Expression
• •Individuality
• •Living Life to the Fullest (on one's own terms)
• •Not Taking Life Too Seriously

Best Practices

• •Embrace the "Retired Guy" Persona: Always write as if you're that witty, world-weary but ultimately fun-loving retired person who "doesn't give a SHI!". This means keeping the language informal, direct, and laced with observational humor.
• •Master Sarcasm & Irreverence (with a wink): The humor is key. It should be sarcastic but not genuinely mean-spirited. It's about shared frustrations and the funny side of being a bit grumpy or "over it."
• •Use Relatable Grumbles: Focus on common, everyday annoyances, the trials of aging (humorously), the joys of introversion, or a general "meh" attitude towards excessive enthusiasm. This makes the content shareable and engaging for the target audience.
• •Keep it Short, Punchy, and Unfiltered: Avoid overly complex sentences or corporate jargon. The slogans are effective because they are concise and to the point. Let this directness carry through all copy.
• •Visual Consistency Reinforces Tone: Ensure the copy is always paired with visuals (product images, lifestyle shots) that match the brand's slightly edgy, humorous, and unpretentious feel. The copy and visuals should work together to tell the same sarcastic, relatable story.

Social Perception

Niche Appeal, Clear Identity, Limited Mainstream Discussion, Products as Conversation Starters.

Copy Examples

• •Facebook/Instagram Ad: Image: A person gleefully wearing an "Ew, People" t-shirt while comfortably on their couch. Text: "Social plans? Hard pass. Our 'Ew, People' tee is your new uniform for expertly avoiding human interaction. Get yours and embrace the glorious hermit life. #Oldstipated #IntrovertLife #Humor #NoThanks"
• •Product Description (for a "My Back Hurts" mug): "Remember when you could sneeze without pulling something? Yeah, us neither. This mug won't fix your back, but it'll hold the coffee you need to complain about it. A perfect companion for your daily symphony of creaks and groans. Microwave and dishwasher safe, because who has energy for high-maintenance anything anymore?"
• •Twitter Post: "Pretty sure my tolerance for nonsense is now lower than my pants after a big meal. Anyone else? #Oldstipated #TooOldForThis #Sarcasm #Relatable" (Paired with an image of a relevant product).
• •Email Subject Line (for a new collection): "New Stuff (because we're not getting any younger)." Email Body Snippet: "Alright, you magnificent curmudgeons, we've hauled our creaky bones into the design studio and churned out some fresh gear. Perfect for expressing your inner 'get off my lawn' or just generally being too old for whatever *this* is. Take a peek before your next nap."
• •Website Banner: OLDSTIPATED: Officially Too Old To Care. Wear Your Resignation With Pride. Free Shipping on All Orders Because We're Not Monsters (mostly).