Brand Tone

Unapologetic, Empowering, and Inclusive.

Brand Values

• •Celebration of Identity
• •Feminism and Social Justice
• •Ethical Production
• •Authenticity and Self-Worth
• •Community Engagement

Best Practices

• •Speak from the "We": Use inclusive and collective language like "we," "us," and "our community" to foster a sense of belonging. The brand is a representation of a larger group, and the copy should reflect that shared identity.
• •Be Bold and Direct: Avoid passive or hesitant language. Use strong, declarative sentences. The brand's voice is "unapologetic," so the copy should be confident and direct in its messaging.
• •Mix Celebration with Activism: Balance joyful and fun copy with clear messages about social justice. A post about a glittery sticker can sit alongside one about protecting queer youth. This reflects the multifaceted nature of the community and the brand's values.
• •Center Authenticity: Always refer back to the brand's originsfounded and designed by a queer/trans artist. This is a unique selling proposition and a cornerstone of its credibility. Highlighting this story reinforces the authenticity that customers value.
• •Keep it Positive and Empowering: While tackling serious issues, the overarching tone should be one of empowerment, pride, and solidarity. The goal is to make people feel seen, celebrated, and proud.

Social Perception

Proudkind is perceived as an authentic and vital voice within the Australian LGBTIQA+ community. It is seen not just as a clothing label, but as a platform for expression, advocacy, and pride. Customers and community members view it as a go-to source for pride merchandise that is designed by and for the community, which fosters a strong sense of trust and loyalty. Its inclusion in lists of queer-owned businesses and participation in major community festivals solidifies its reputation as a genuine and respected entity.

Copy Examples

• •Don't just take up space. Own it. Our new 'Exist Loudly' tee is for every version of you that refuses to be quiet. Ethically made, unapologetically queer. Link in bio to shop the new collection. #Proudkind #QueerFashion #ExistLoudly #LGBTQIA
• •Wear Your Pride. From subtle statements to bold declarations, our gear is made for celebrating who you are. Designed by queer artist Luka Wild, every piece is a piece of our community. Gear up for Pride month and beyond. #HaveAGayDay #ProudAlly #TransIsBeautiful
• •Ready to decorate your world with a little revolution? Our Feminist Sticker Pack is here to make a statement. Featuring 5 of our most-loved, super-luxe matte vinyl stickers, including 'Destroy The Patriarchy, Not The Planet.' They're weatherproof, UV-resistant, and 100% done with inequality. Stick them on your laptop, car, or water bottle and let them do the talking.
• •When someone asks why I need another enamel pin... It's not a pin. It's a piece of flair that says 'I'm here, I'm queer, and my lapel is fabulous.' It's called self-expression, look it up. 😉 #Proudkind #EnamelPins #QueerJoy #Flair
• •NEW: Tees, Totes, and a Touch of Rebellion. Hey [Name], just dropped! We've added fresh designs to the shop that are all about celebrating you. Plus, a restock on our best-selling pronoun pins. Come see what's new...