Brand Tone

Provocative, Humorous (Dark/Satirical/Irreverent), Anti-Establishment, Unapologetic, Cynical & Sarcastic

Brand Values

• •Freedom of Speech (Provocative Interpretation)
• •Humor as a Defense/Weapon
• •Non-Conformity/Individuality
• •Commercial Savvy
• •Edginess/Pushing Boundaries

Best Practices

• •Embrace the Edge: Don't shy away from controversial topics or wording if it aligns with the established provocative tone. The brand's identity is built on pushing boundaries.
• •Inject Humor (Their Specific Kind): Ensure copy is infused with the brand's characteristic dark, sarcastic, and irreverent humor. Avoid generic or overly safe jokes.
• •Be Unapologetically Bold: The copy should reflect confidence and a lack of concern for potential offense. Phrases should be direct and make a statement.
• •Know Your Audience (and Alienate Others): Write for the niche that appreciates this humor. Acknowledging that the content isn't for everyone can even be part of the copy.
• •Stay Current but Timelessly Offensive: While referencing current events can be effective, ensure the underlying offensive or humorous angle remains consistent with the brand's long-standing approach. The core is shock and irreverence, not just trend-chasing.

Social Perception

Polarizing, Offensive & Tasteless (by many), Funny & Bold (by its target audience), Controversial & Notorious, Juvenile/Immature (by some), Cult Following

Copy Examples

• •Warning: May Cause Offense. And Laughter. Mostly Laughter. We Think. Grab your new favorite T-shirt that your HR department will hate.
• •Life's Short. Piss People Off. Our shirts are guaranteed to get a reaction. Or your money back... just kidding, we're keeping your money. But you'll love the shirt.
• •Still Politically Incorrect After All These Years. Because someone has to say what everyone else is (maybe) thinking. Shop the T-shirts that cancel culture can't cancel.
• •Wear Your Disdain. We've got a shirt for every inappropriate thought you've ever had. Soft fabric, hard truths (and harder laughs).
• •For Those About To Shock, We Salute You. New arrivals that are just as tasteless as you'd expect. Get yours before we're (probably not) shut down again.