Tono de Marca

Artistic, Minimalist, and Counter-Culture. It is understated yet confident, avoiding hyper-enthusiastic language. The voice is cool and detached, appealing to customers who value authenticity and artistic expression over conventional trends, with a tongue-in-cheek, low-key vibe.

Valores de Marca

• •Artistic Integrity
• •Authenticity
• •Made in the USA / Craftsmanship
• •Nostalgia
• •Understated Rebellion

Mejores Prácticas

• •Embrace Brevity: Use short, declarative sentences. The tone is confident and doesn't need to oversell. Let the product and imagery do most of the talking.
• •Use Understated Language: Avoid exclamation points and overly enthusiastic adjectives. Words like "cool," "functional," "raw," and "authentic" align with the brand, while "amazing," "perfect," or "must-have" do not.
• •Channel the Founder's Voice: Always frame the brand through the lens of being designed by an artist. Mentioning "Alexandra Cassaniti" or "functional art" reinforces the value of craftsmanship and creative integrity.
• •Maintain the Irony: The name "Summer Bummer" is the brand's anchor. Play with this gentle contradiction in your copy. Juxtapose sunny visuals with nonchalant or slightly moody text to maintain the counter-culture edge.
• •Focus on the Feeling, Not Just the Function: While the products are functional, the copy should evoke a feeling or mood—nostalgia, rebellion, lazy confidence. Describe the scenario ("late swims," "long days") rather than just listing product features.

Percepción Social

Summer Bummer is perceived as a cool, insider brand, a creative force merging beach and street style. Its lack of a loud social media presence enhances its mystique, making it a discovery for those who reject mainstream algorithms and value an escape from digital noise. The brand's aesthetic resonates with the Gen-Z trend of appearing effortlessly authentic.

Ejemplos de Copy

• •Your summer, your rules. The Bum Sac. Made in the USA.
• •Smoothskin. For late swims and long days. Functional art by Alexandra Cassaniti.
• •For moments, not memories. A small statement against the digital noise. Wear it with irony.
• •Subject: Don't Be A Bummer. Body: The sun will fade. The heat will break. Our new collection is for whatever’s left. Shop now.
• •Summer Bummer x [Brand]. From the street to the sand. For when you’ve got nothing to do and all day to do it. Limited run available now.