Brand Tone

approachable, witty, and minimalist

Brand Values

• •Creativity and Originality
• •Simplicity
• •Personal Expression
• •Quality in Craft

Best Practices

• •Lead with Personality, Not with a Sales Pitch: Always let the witty and approachable tone come first. The copy should feel like it's from a person, not a marketing department. Frame product announcements as sharing new creations rather than just pushing inventory.
• •Keep it Simple and Direct: Avoid jargon, overly descriptive prose, and corporate buzzwords. Use short sentences and clear, concise language, reflecting the minimalist aesthetic of the brand, as seen in the "About Me" section.
• •Let the Humor Be a Signature: Consistently use clever wordplay and dry wit in product names, descriptions, and social media captions. This humor is the brand's most unique identifier and should be woven into all communications.
• •Balance Wit with Quality Cues: While the tone is playful, it's important to reinforce the quality of the products. Mention materials like 'fine archival paper' or 'heavy cotton' to assure customers that they are buying a well-crafted item, not just a joke.
• •Maintain Visual and Textual Harmony: Ensure the clean, minimalist look of the visuals is matched by the copy. White space on the page is as important as concise wording in a caption. This synergy reinforces the brand's modern and curated identity.

Social Perception

an independent artist brand, niche and curated, art-forward, and modern and stylish

Copy Examples

• •For days when you want your clothes to do the talking. Our 'Miserable' tee is made from 100% heavy cotton and 0% small talk. Now online. #studiojoog #graphictee #wit
• •A print for the over-thinkers, the daydreamers, and the professional ponderers. "Heavy Mental" is a quiet nod to the noise inside. Printed on archival fine art paper for thoughts that are meant to last. A perfect, minimalist addition to your workspace or gallery wall.
• •Art for your home. Humor for your soul.
• •New stuff (that we think is pretty cool).
• •Our tote bags are designed to carry your groceries, your gym clothes, and the crushing weight of existence. And look good doing it. #toteally #studiojoog