Brand Tone

Humorous, Relatable, and Authentic

Brand Values

• •Community
• •Humor & Levity
• •Authenticity
• •Quality & Practicality

Best Practices

• •Speak Their Language: Consistently use UK trade-specific slang and terminology (e.g., "gaffer," "sparky," "on the tools," "brew"). This is the most critical element for maintaining authenticity.
• •Centre the Joke: Ensure that humor is always at the core of the message. Whether it's a product description or a social media post, lead with the relatable joke or observation about trade life.
• •Prioritize Community Over Sales: Frame your copy around conversation and shared experiences. Ask questions, encourage comments about on-site life, and feature customers regularly. The sales will follow the community engagement.
• •Keep it Simple and Direct: Avoid overly complex or corporate-sounding language. The copy should be as straightforward and no-nonsense as a toolbox talk. Get to the point quickly and clearly.
• •Be Unapologetically Niche: Do not try to appeal to a broader audience. Every piece of copy should be written as if it's an inside joke for a UK tradesperson. This focus is your greatest strength and ensures brand consistency.

Social Perception

It is perceived as a go-to brand for funny and relatable trade-specific apparel. Customers see it as more than just a clothing store; it's a brand that "gets it." Feedback suggests that customers are satisfied with product quality and find the designs to be a great form of self-expression at work. The brand is seen as trustworthy and likable.

Copy Examples

• •Headline: Cold mornings on site just got a bit more bearable. Body: Our new thermal-lined hoodie is tougher than a two-week-old snag list. Keeps you warm, looks the business, and might even get a laugh out of the gaffer. Tap to shop before they're all gone. #OnTheTops #TradeLife #Workwear
• •Headline: Your work clothes are boring. We fixed it. Body: Stop wearing dull, plain work tees. Our gear is designed for the grafters, the tea-drinkers, and the ones who know the pain of a Friday afternoon job. Quality tops with prints that speak the truth. What’s your favourite? Let us know in the comments! CTA: Shop The Collection
• •Title: "The Leak Seeker" Trade Tee Description: You've spent all day fixing drips, now it's time for a proper brew. Made from 100% heavy-duty cotton that can handle crawling under sinks and celebrating a job well done. This isn't just a t-shirt; it's a statement. Warning: may cause uncontrollable smirking from fellow plumbers.
• •Headline: Workwear That’s Actually Got Some Banter. Sub-headline: For the trades, by the trades. Shop our collection of tees, hoodies, and hats that get the job done.
• •Subject: A deal that's better than a bacon butty on a Monday. Preview Text: New drops inside + a little something just for you.