Brand Tone

Sassy, humorous, empathetic, approachable, authentic, and community-focused.

Brand Values

• •Advocacy and Purpose: Promoting mental health awareness and breaking associated stigmas.
• •Authenticity and Self-Expression: Championing individuality and encouraging customers to 'wear your voice'.
• •Quality and Comfort: Committing to high-quality materials, ensuring durability and comfort.
• •Inclusivity: Offering a wide range of sizes from Newborn to XXXL.
• •Community and Connection: Emphasizing Canadian roots and a personal, homegrown approach as a small, family-founded, and female-led business.

Best Practices

• •Balance Sass with Substance: Use humor and wit in general posts, but switch to a more empathetic and direct tone when discussing mental health to maintain authenticity.
• •Champion the Customer's Voice: Center the copywriting around the customer's self-expression using phrases like "Wear Your Truth," "Tell Your Story," and "Made Just for YOU."
• •Always Weave in Core Values: Consistently mention core values (female-founded, Canadian-made, commitment to quality, mental health advocacy) in all copy.
• •Speak Like a Friend, Not a Corporation: Maintain an approachable, conversational tone using "we" and "our" for the company and "you" for the customer. Strengthen personal connection with behind-the-scenes content.
• •Use a Consistent Call to Action (CTA): End posts with CTAs that encourage both engagement and action aligning with community focus, e.g., "Join the movement," "Share your story," "DM us to start your custom creation."

Social Perception

Customers and partners view the brand as a 'movement' that embodies values of positivity and community support, recognized for creating custom apparel that sparks conversation, and as more than just a product-based company.

Copy Examples

• •Some days are tough. On those days, wrap yourself in something that gets it. Our 'It's Okay to Not Be Okay' hoodie is more than just cozy—it's a statement. A reminder for you and a message of support for others. Wear your truth, even when it's complicated. #SassyCustomCreations #MentalHealthMatters #WearYourVoice #StigmaFighter #HandmadeInCanada
• •Your Vibe, Your Tumbler. Tired of boring drinkware? Let's fix that. Whether it's a sassy quote, an inside joke, or a design that's 100% you, we'll put it on a high-quality tumbler that keeps your coffee hot and your cocktails cold. Got an idea? We're always up for a challenge. Slide into our DMs and let’s create something unforgettable! #CustomTumbler #PersonalizedGifts #SassyCreations #MadeInAlberta
• •Product Name: "Probably Late for Something" T-shirt. Description: Let's be real, you're booked and busy. This tee is for the person who juggles it all with a touch of humor and a whole lot of style. Made from the softest cotton blend for non-negotiable comfort, it's designed to be your go-to for days when you need your outfit to do the talking. Because life's too short for boring clothes. Available in sizes XS to XXXL, because sass is for everyone.
• •Subject: Don't Give a Boring Gift This Year. Body Preview: "Find something with personality. Shop our custom, sassy, and heartfelt gifts and win the holidays."
• •From our home studio to yours. Every order is packed with love, a dash of sass, and a reminder that you're not alone. #SmallBusinessCanada #PackingOrders #MentalHealthAdvocacy #SassyCustomCreations #HandmadeWithLove