Brand Tone

informal, witty, nostalgic, slightly melancholic yet self-aware and humorous

Brand Values

• •Quality & Craftsmanship
• •Nostalgia & Retro Culture
• •Mental Health Awareness & Community Support
• •Authenticity & Self-Expression
• •Customer Experience

Best Practices

• •Embrace Imperfection and Authenticity: Don't be afraid to be a little raw and real. Use colloquialisms, acknowledge the "sad" in a lighthearted, relatable way, and avoid overly polished, corporate speak.
• •Inject Nostalgia: Regularly reference 90s/early 00s culture, music, or aesthetics in your copy, connecting with the brand's retro elements. This could be through specific phrases, cultural touchstones, or visual cues accompanying the text.
• •Balance Sadness with Humor/Self-Awareness: The "sadboy" theme should be ironic and endearing, not genuinely depressing. Use humor, wit, and a touch of self-deprecation to keep the tone engaging and relatable.
• •Highlight Quality and Values Subtly: Weave in mentions of fresh ingredients, unique processes, or the brand's charitable contributions naturally within the established tone, rather than as standalone, formal statements. For example, "Our dough takes 3 days to get this good, kinda like waiting for your favorite band's new album."
• •Engage with Emojis and Internet Slang (Authentically): Use emojis (especially 🍕, 😢, 📼, 🕹️) and relevant internet slang where appropriate to reinforce the informal, contemporary-yet-nostalgic voice. Ensure it feels natural to the brand and not forced.

Social Perception

Customers generally perceive sadboy.pizza positively, often highlighting the excellent quality and taste of the pizza. The brand's unique name and "sadboy" aesthetic are seen as memorable and appealing, resonating with those who appreciate the nostalgic and emo/punk-influenced vibe. The Georgetown location, with its retro arcade and VHS tapes, is frequently praised for its unique atmosphere. The commitment to donating a portion of profits to mental health charities is also a positively viewed aspect.

Copy Examples

• •Another day, another existential crisis... but make it delicious. 🍕 Our new [Pizza Name] is here to make your mildly melancholic Monday a bit more manageable. Layers of [Key Ingredient 1], [Key Ingredient 2], and our signature 3-day fermented dough. Because adulting is hard, pizza helps. #sadboypizza #goodpizzasadtimes #torontofood #georgetownpizza #newpizzawhodis
• •Wear your feelings (and your love for pizza) on your sleeve. Literally. Our latest 'Existential Eats' tee is softer than your average existential dread. Grab yours before they fade away like your motivation on a Tuesday. Link in bio. 😢🍕 #sadboymerch #streetwear #emostyle #pizzafashion #90svibes
• •Rewind to simpler times. Like when your only worry was if Blockbuster had new releases. Our VHS collection is curated for maximum nostalgia. Perfect for a sad night in with a thicc boi pizza. 📼 #sadboysupermarket #vhstapes #retro #90skid #movienight
• •Current mood: 😢 or 🍕? (It's okay if it's both). We get it. Swing by, we've got the comfort covered. Open till 11 PM for all your emotional eating needs. #sadboy #pizzatherapy #latenighteats #toronto #georgetown
• •Georgetown, get your fix of good pizza and sad times. 🕹️🍕 Relive the 90s with our pinball arcade, classic VHS flicks, and pies that actually slap. 10% of our profits go to mental health charities, because being sad is okay, but being hungry isn't. Find us at 51A Main Street South. #sadboypizzageorgetown #haltonhills #retropizza #mentalhealthmatters #goodvibesonlyjk