Brand Tone

Humorous, witty, and niche-focused, with an ironic and playful self-deprecating feel. The language is informal, engaging, and full of personality, confident in its niche and appealing to specific subcultures.

Brand Values

• •Creativity and Originality
• •Passion and Craftsmanship
• •Community and Kinship
• •Humor and Self-Awareness

Best Practices

• •Embrace the Irony: Always lean into the contrast between the "Sad" name and the humorous, passionate reality. Use self-deprecating or witty humor in captions and product descriptions to reinforce that the brand is in on the joke.
• •Tell the Story: Regularly reference the origin story. Remind customers that the shirts are made by a passionate creator who started the brand to make something he couldn't find. This reinforces values of authenticity and craftsmanship.
• •Speak to Your 'Kinfolk': Use language that fosters community. Terms like "kindred spirits," "kinfolk," and "one of us" create an inclusive in-group for customers who appreciate the niche designs, making them feel like part of a special club.
• •Focus on the 'Why,' Not Just the 'What': Instead of just describing a t-shirt, describe the feeling or the subculture it represents. Is it for lovers of cosmic horror? Is it a nod to a specific video game? Connect the design to the shared passion behind it.
• •Stay Casual and Confident: Write like you're talking to a friend. Use informal language, be direct, and be confident in your niche. Avoid corporate jargon or overly polished marketing-speak, as it would clash with the brand's authentic, artist-driven personality.

Social Perception

Perceived as a source of unique, high-quality, and creative apparel. Customers view the brand casually and positively, fostering an informal and friendly relationship. There is a strong, authentic connection with the audience who appreciate the originality and personality embedded in the products, reflecting grassroots growth and genuine enthusiasm.

Copy Examples

• •This isn't a 'Don't talk to me until I've had my coffee' shirt. This is a 'Don't talk to me. Full stop.' shirt. For those who communicate best through caffeine and quiet contemplation. Our new 'Grumpy Mug' tee is hand-printed and 100% done with your nonsense. Link in bio to join the silent majority.
• •Your Wardrobe is Missing a Monster. Let's be real, your closet is full of boring. It's time to unleash the beast. Our hand-carved Cthulhu tee started it all, and the madness hasn't stopped since. Find your favorite Eldritch horror, sci-fi hero, or mythical creature and wear your geekdom with pride. Shop the collection of kindred spirits.
• •Why do today what can be put off until tomorrow? This shirt is an ode to the masters of 'I'll get to it later.' Hand-printed on ridiculously soft cotton, it's the perfect uniform for planning to do all the things... eventually. It's comfortable enough for a nap and stylish enough for that errand you'll run next week. Maybe. We're not making any promises.
• •Open this later. (Or now. We're not your boss.) A fresh batch of weird is here. Don't miss out on our newest designs, hand-printed for your unique and wonderful self.
• •Ironically named, lovingly hand-printed shirts for kindred spirits. We make the weird stuff you wish existed. Based in Cape Town, shipping our strange ideas to you.