Brand Tone

Humorous & Quirky, Friendly & Approachable, Authentic & Local, Slightly Irreverent

Brand Values

• •Originality & Uniqueness
• •Quality
• •Customer Service
• •Fun & Positivity
• •Community Focus
• •Persistence & Determination

Best Practices

• •Embrace Ed's Voice (Even if He's Not Writing It): Channel the slightly self-deprecating, humorous, and authentic tone found in "Ed's Musings" and the brand's origin story. Keep it light and don't take yourself too seriously.
• •Highlight the "Quirky & Unique": This is a core differentiator. Use playful language, unexpected comparisons, and celebrate the individuality of the designs.
• •Keep it Friendly and Conversational: Write as if you're talking to a friend. Use contractions, simple language, and a welcoming tone. Avoid overly corporate or stiff phrasing.
• •Subtly Weave in Quality and Local Pride: While being humorous, also remind customers of the "superior quality" and the brand's Traverse City roots, but do it in an unpretentious way.
• •Be "Silly to a Tee!": Don't be afraid to be a little goofy or make a pun. If it brings a smile and aligns with the brand's fun-loving spirit, it's likely on the right track. Ensure humor stays inclusive and lighthearted.

Social Perception

Appreciated for Uniqueness, Seen as Locally Rooted, Associated with Fun and Humor, Valued for Quality

Copy Examples

• •Website Banner: "Warning: Wearing a Roth Shirt may lead to spontaneous smiles and conversations. Proceed with awesome."
• •Social Media Post (New Design): "Our design guru Ed locked himself away (we slid pizza under the door) and emerged with this! Behold, the [New Shirt Name] – guaranteed to be 100% Ed-approved, which means it's perfectly imperfect and ridiculously comfy."
• •Product Description: "This isn't just a t-shirt, it's a wearable piece of Ed's wonderfully weird brain. Crafted from cotton so soft, you'll forget you're wearing anything (but please don't). Perfect for [occasion/activity] or just philosophizing about the meaning of lint."
• •Email Subject Line: "Your Wardrobe Called. It's Bored. (We Can Help!)"
• •About Us Snippet: "Roth Shirt Co: Started by a guy who had no art background but a surplus of quirk. Turns out, people dig that. We make quality shirts that are as unique as your last Google search. Come join the fun!"