Brand Tone

Inclusive & Welcoming, Confident & Empowering, Authentic & Real, Activist & Brave, Community-Focused & Friendly, Informative & Transparent

Brand Values

• •Inclusivity
• •Comfort & Quality
• •Authenticity & Self-Expression
• •Sustainability & Ethical Practices
• •Community
• •Empowerment
• •Fearlessness & Unity
• •Trust & Transparency

Best Practices

• •Prioritize Inclusive Language: Always use gender-neutral terms unless specifically referring to a product designed for a particular anatomical need (like tucking underwear). Emphasize 'all bodies,' 'every person,' and avoid language that assumes a binary. Use phrases that promote belonging and acceptance.
• •Lead with Values: Weave core values like inclusivity, comfort, quality, and sustainability into all messaging. Don't just state them; demonstrate them through storytelling, product descriptions, and calls to action.
• •Embrace Authenticity and Transparency: Speak directly and honestly. Share the brand's journey, acknowledge customer feedback (both positive and areas for improvement), and be open about production processes and ethical commitments.
• •Empower and Build Confidence: Use strong, positive, and affirming language. Focus on how the products help individuals feel good, comfortable, and confident in their own skin and identity.
• •Foster Community and Conversation: Address the audience directly as a community. Encourage interaction, share user-generated content (with permission), and create a sense of shared identity and purpose. Let the community know they are heard.

Social Perception

Positive & Celebratory, Champion of Inclusivity, Ethical & Conscious Choice, High Quality but Can Be Pricey, Authentic & Community-Driven, Symbol of Resistance

Copy Examples

• •Headline: Your Body. Your Rules. Our Underwear. Body: We get it. Finding underwear that truly fits *you* – all of you – can be a journey. At TomboyX, we create ridiculously comfortable, high-quality essentials designed for every body and every gender. No apologies, just pure, unadulterated comfort. Feel seen. Feel good.
• •Social Media Post (Image: Diverse group of people laughing and comfortable in TomboyX gear): This is what a #HumanAgenda looks like. Comfort that celebrates you, exactly as you are. Quality that lasts. Values you can stand behind (and in!). Join the TomboyX family – where everyone has a place. #TomboyX #Inclusivity #ComfortForAll #BeYou
• •Product Description (for a new boxer brief): Meet your new everyday hero. Engineered for ultimate comfort and freedom, these boxer briefs are made with our signature sustainable fabric that feels like a second skin. Whether you're conquering the world or just the couch, we've got you covered. Because feeling good underneath it all is non-negotiable. Sizes XS-6X.
• •Email Subject Line: Underwear That Actually Understands You. Email Body Snippet: Tired of an industry that tries to define you? So were we. That's why we created TomboyX – to offer premium, ethically-made underwear that lets you be you, comfortably and confidently. Discover the difference quality and real inclusivity make.
• •About Us Page Snippet: We didn't just start a brand; we started a conversation. A movement. Born from the simple idea that everyone deserves to feel amazing in their own skin, TomboyX is queer-founded, community-driven, and fiercely committed to making the world a more comfortable and inclusive place, one pair of underwear at a time.