Brand Tone

Playful and Empowering, cheeky, confident, inclusive, and direct, speaking like a fun, knowledgeable friend.

Brand Values

• •Joy and Playfulness
• •Individuality and Self-Expression
• •Community
• •Destigmatization
• •Positivity

Best Practices

• •Use Empowering Humor: Keep the tone light and funny, but always ensure the message empowers the user rather than being self-deprecating. The joke should be on the outdated norms of love and sex, not the customer.
• •Focus on Feelings, Not Just Functions: Instead of listing technical specs first, lead with the experience. Use words like "joy," "play," "explore," "discover," and "confidence."
• •Maintain the "Knowing Friend" Voice: Write as if you're sharing a fun secret with a close friend. Use conversational language, emojis where appropriate (especially on social media), and a direct, personal tone.
• •Embrace Bold & Colorful Language: Your words should match your visual identity. Use vibrant, positive, and exciting adjectives. Avoid sterile or overly clinical terms.
• •Build the Club: Consistently use community-focused language like "Join the club," "Cupids," and "Welcome to the party" to reinforce the sense of belonging that is central to the brand's values.

Social Perception

Modern, fun, inclusive, fostering a sense of belonging, slightly edgy, playful, trustworthy, and an approachable entry point into sexual wellness for a modern, digitally-native consumer.

Copy Examples

• •Why let Cupid have all the fun? It’s your turn to call the shots. Meet your new best friend for nights in. 😉 #StupidCupid #SelfLove
• •Tired of the same old story? Flip the script with The Firefly. It’s not just a vibe, it’s a full-on solo party. Designed for exploration and guaranteed to make you forget why you ever thought romance was complicated.
• •Your weekend just got a whole lot better.
• •Love is weird. Your toys shouldn't be. Stupid Cupid makes self-love simple, fun, and colorful. Shop our collection and find your new favorite way to play. ✨
• •Be your own Valentine. Treat yourself to some unapologetic joy. You’ve earned it.