Brand Tone

Authentic & Personal, Empowering & Celebratory, Artistic & Handcrafted, Witty & Playful, Community-Oriented & Supportive, Intellectual & Reflective

Brand Values

• •Queer Celebration & Joy
• •Authenticity & Self-Expression
• •Artistic Integrity & Craftsmanship
• •Community & Connection
• •Support & Empowerment
• •Education & Awareness

Best Practices

• •Embrace the Founder's Voice: Continue to let Eric J. Van Giessen's personality, humor, and passion shine through in all communications. Authenticity is key.
• •Celebrate Queerness Boldly: Don't shy away from direct, empowering, and sometimes provocative language that resonates with the LGBTQ+ community. Use inclusive terminology.
• •Highlight the Artistic Process: Share behind-the-scenes content, explain the art forms (like linocut), and emphasize the handcrafted nature of the products. This reinforces the value and uniqueness.
• •Engage with a Personal Touch: Continue responding to comments and reviews in a friendly, personal, and sometimes witty manner, as Eric currently does on Etsy. This builds community and loyalty.
• •Educate and Share Stories: Weave in elements of queer history, art theory, or personal reflections (as appropriate for the platform) to add depth and connect with the audience on an intellectual and emotional level, aligning with the founder's background and the brand's blog.

Social Perception

Highly Positive Customer Feedback, Artist-Centric, Advocate for Queer Joy, Niche & Unique, Supportive of Small Business & Academia

Copy Examples

• •Yeah, it is. Rock your confidence with our 'Nice Cock' tee. Because subtlety is overrated and queer joy is always in style. Hand-drawn by Eric, printed for your pleasure.
• •Fresh off the lino block and into your hearts (and onto your walls!). My latest print, 'Queer Utopia,' is a little slice of the world as we dream it. Each one signed, sealed, and delivered with a whole lotta love. Link in bio to snag yours and support a queer artist (and his PhD!). #QueerArt #Linocut #SupportSmallQueerBusiness #QueeroGear
• •More than just gear, Queero Gear is a celebration carved in lino, printed on tees, and steeped in queer history. Founded by artist and scholar Eric J. Van Giessen, every piece is a conversation, a statement, a spark of joy. We're proudly queer-owned, Toronto-based, and dedicated to making art that matters (and helps fund a PhD in the process!).
• •Hey Queeros! 🔥 Get ready to feast your eyes. We've just dropped some new designs that are unapologetically queer and ridiculously cool. Plus, a little peek into Eric’s studio and the inspiration behind the latest 'F*gg*t - Queer As Folk' homage print. Because our history is art. Shop now and wear your story.
• •Spill the tea, not your coffee. Our 'I've Got 99 Problems (and the cis-heteropatriarchy is most of 'em)' mug is here to start your morning with a dose of reality and a dash of rebellion. Perfect for your favorite activist or your own damn self.