Brand Tone

Irreverent, witty, and humorous, with a bold and risqué edge. It is conversational, relatable, and employs sarcasm and playful absurdity. The language is direct and modern, creating a deliberate humorous contrast with vintage visuals, while still conveying an underlying heartfelt connection.

Brand Values

• •Humor and Authenticity
• •Made in the USA & Local Identity
• •Sustainability
• •Woman-Owned Business
• •Quality and Craftsmanship

Best Practices

• •Embrace the Contrast: Always lean into the core concept of "Vintage Style For Modern People." The copy should be modern, direct, and witty to create a delightful and humorous juxtaposition with the retro imagery. Avoid old-fashioned language unless used ironically.
• •Be Bold, But Relatable: Don't be afraid of risqué or sarcastic humor, as this is central to the brand's identity. However, ensure the humor is rooted in relatable, everyday experiences—navigating adulthood, friendships, family quirks—to maintain a broad appeal.
• •Highlight Core Values Naturally: Weave in key values like "Made in the USA," "Woman-Owned," and "100% Recycled Paper" into copy where it feels natural, such as in product descriptions or brand stories. This reinforces brand integrity without sounding like a corporate checklist.
• •Write Like a Person, Not a Corporation: Use a conversational, first-person voice (we/us). Address the customer directly (you). Ask questions and use casual language. This makes the brand feel approachable and authentic, like getting a recommendation from a funny friend.
• •Maintain Consistency Across All Platforms: Whether writing a product description, a social media caption, or a wholesale newsletter, the witty, irreverent, and bold tone must be consistent. This builds a powerful, recognizable brand voice that customers can trust and connect with.

Social Perception

Umlaut Brooklyn is perceived as a go-to brand for funny, unique, and high-quality greeting cards, distinctive and memorable. It successfully merges vintage aesthetics with sharp, modern wit, appealing to a broad audience who appreciates humor, leading to a strong, recognizable brand identity.

Copy Examples

• •Let's be real, 'adulting' is mostly just figuring out where to put things. Our new notepads are perfect for all your important lists, like 'Reasons I Deserve a Trophy' and 'Groceries, But Mostly Snacks.' Designed in Brooklyn, made in the USA for your uniquely chaotic life. #VintageStyleForModernPeople #UmlautBrooklyn #Adulting
• •Subject: Survive the Holidays with a Sense of Humor. Family gatherings, office parties, the pressure to wrap presents... it's a lot. Don't just survive the season, conquer it with a card that says what you're all thinking. From 'The Four Stages of a Man's Life at Christmas' to 'Mom, when you said the dishwasher was loaded...' we've got you covered. Shop our holiday collection and get 10% off for being on our 'nice' list. [Shop Now]
• •For the fiercely independent friend who doesn't need a knight in shining armor—just a reliable Wi-Fi connection and a good credit score. This card is a tribute to getting it done yourself. Blank inside for your personal message of empowerment... or to ask to borrow their shoes. As always, printed on 100% recycled paper because we care about the planet as much as we care about self-sufficiency.
• •Love the glamour of the 40s but live for 21st-century sarcasm? You're our kind of person. Umlaut Brooklyn mashes up gorgeous vintage style with the outrageous humor today's world requires. Perfect for birthdays, thank you's, or just because you saw a card that made you laugh so hard you snorted. Give a card that's as unique as you are. #PinupHumor #MadeInUSA #GreetingCards
• •From forgotten photos to the card that makes your friend's day. We spice things up with vintage flair and a dose of humor because life's too short for boring cards. Woman-owned, Brooklyn-based, and guaranteed to get a reaction. Tap to shop the collection! #ConversationStarters #UmlautBrooklyn #WomanOwned