Brand Tone

Humorous, irreverent, and playful, with an underlying tone of emotional support and cheerfulness, embracing the "ugly" aspect of products as a point of pride and humor.

Brand Values

• •Embracing Imperfection
• •Fun and Stress Relief
• •Community and Shared Joy
• •Uniqueness and Self-Expression

Best Practices

• •Embrace the "Ugly": Always use the word "ugly" in a positive, humorous, and endearing way. It's the core of the brand's identity.
• •Keep it Casual and Playful: Use conversational language, humor, and even slang where appropriate. Avoid overly formal or corporate-sounding copy.
• •Focus on the Feeling: Highlight the emotional benefits of the products – stress relief, fun, laughter, and companionship.
• •Engage with the Community: Actively encourage and feature user-generated content. Use inclusive language that makes customers feel like part of a fun, quirky club.
• •Stay Visually Consistent: Ensure that all visuals, from product photography to social media graphics, match the fun, vibrant, and slightly chaotic energy of the brand.

Social Perception

The public perception is largely positive, with customers finding the dolls 'cute ugly,' 'funny,' and 'so squooshy.' They are seen as novelty gifts that bring laughter and joy, and are perceived as 'emotional companions' providing comfort and happiness, fostering a strong community of fans.

Copy Examples

• •Finals got you feeling squished? So is Rene. Squeeze, squish, and let out a laugh with the one and only TheMugly doll. Your new emotional support study buddy is here.
• •She's not just a doll, she's a whole mood. 'Baddie Rene' is here to slay the stress away. With extra glam and all the attitude, she's the perfect sidekick for when you're feeling fierce.
• •Skip the boring socks this year. Give the gift of ugly-cute. TheMugly dolls are guaranteed to be the most memorable present under the tree. Warning: may cause uncontrollable laughter.
• •You guys are officially the best. We love seeing all the adventures you're having with your Mugly dolls! Keep tagging #TheMugly for a chance to be featured and spread the ugly-love.
• •Just when you thought it couldn't get any uglier... Meet the newest member of the Mugly family! Limited edition, maximum fun. Get yours before they're gone!