Brand Tone

Sassy & Humorous, Activist & Empowering, Approachable & Authentic, Colorful & Vibrant

Brand Values

• •Progressive Advocacy & Social Justice
• •Empowerment & Self-Expression
• •Creativity & Fun
• •Community & Support
• •Transparency & Authenticity

Best Practices

• •Use playful language and relatable, everyday slang where appropriate.
• •Use empowering language that encourages self-expression and taking a stand.
• •Use lively adjectives and create a sense of joy.
• •Share behind-the-scenes insights and connect with the audience on a human level.
• •Foster Community: Use inclusive language ("shes, theys, and gays") and create copy that makes customers feel like they are part of a like-minded group.

Social Perception

Positive & Appreciative, Supportive of Activism, Recognized for Unique Style, Minor Polarization

Copy Examples

• •"Unhinged Nameplate Necklace"
• •"It's giving girl dinner"
• •"perfect gift for your favorite stoner (even if that is yourself) Why not?"
• •"Abolish ICE Shirt"
• •"I don't care what the founding fathers wanted"