Brand Tone

Irreverent & Provocative, Humorous & Absurdist, Bold & Unapologetic, Internet-Savvy & Meme-Centric, Informal & Direct

Brand Values

• •Self-Expression & Individuality
• •Humor & Entertainment
• •Shock Value & Disruption
• •Internet Culture Celebration
• •Authenticity (within its niche)

Best Practices

• •Embrace the Edge: Don't dilute the provocative and irreverent nature of the brand. If a joke is on the edge, lean into it (within legal and platform guidelines, of course). The "going hard" aspect is central.
• •Speak Fluent Internet: Utilize current slang, meme references (even if subtly), and an informal, conversational style that resonates with terminally online audiences. The language should feel native to the platforms where the audience congregates.
• •Master Irony and Absurdism: A significant portion of the humor comes from ironic statements, unexpected pairings, or downright nonsensical ideas. The copy should reflect this "cursed" or "unhinged" sensibility.
• •Be Boldly Unapologetic: The brand stands for a certain type of humor that isn't for everyone. The copy should exude confidence in this and not try to appeal to those who wouldn't "get it."
• •Keep it Short, Punchy, and Shareable: Mimic the style of viral tweets or TikTok captions. The copy should be easily digestible and encourage sharing or tagging, amplifying the brand's reach. Brevity often enhances the impact of the humor.

Social Perception

Loved by a Niche Audience, Viral & Shareable, Potentially Offensive, Seen as Art/Curation, Part of a Larger Trend

Copy Examples

• •Your HR department called. They hate this shirt. You'll love it. New drop live.
• •Warning: May cause confused stares from normies and knowing nods from legends. Wear responsibly (or don't).
• •We put the 'cuss' in customer satisfaction. These shirts? They go hard. Obviously.
• •Existential dread but make it fashion. Or just really weird. Whatever. Cop the latest.
• •Pretty sure this design was beamed directly from the weirdest corner of the internet. You're welcome. Shop now.