Brand Tone

bold, witty, and unapologetic

Brand Values

• •Ethical Veganism
• •Activism
• •Community
• •Authenticity
• •Sustainability

Best Practices

• •Be Unapologetically Bold: Never dilute the message. The brand's strength is its directness. Use strong, active verbs and confident statements. Avoid apologetic or weak language.
• •Balance Activism with Wit: Combine hard-hitting facts about veganism with humor and sarcasm. This makes the message more memorable and shareable, preventing the tone from becoming overly preachy or negative.
• •Speak the Language of the Community: Continue using internet slang, memes, and cultural references that resonate with the target audience (primarily millennials and Gen Z). This demonstrates authenticity and keeps the brand relevant.
• •Turn Customers into Advocates: Actively encourage user-generated content. Frame your copy to invite participation —ask questions, create photo challenges, and feature customers prominently. This reinforces the community value and builds social proof.
• •Anchor Everything to the 'Why': Every piece of copy, whether it's for a product description or a social media post, should connect back to the core mission. Remind the audience that this is about more than clothes; it's about making a difference for the animals.

Social Perception

bold and authentic voice for the vegan community

Copy Examples

• •Some statements are timeless. And this is one of them. Wear your values loud and proud. Our 'Friends Not Food' tee is back in stock, but you know it won't last long. Link in bio to grab yours and speak up for those who can't.
• •You're not just buying a hoodie. You're joining a movement. Every time you wear Vegan As Folk, you're planting a seed and starting a conversation. Welcome to the family. What message are you wearing today?
• •That moment when someone asks why you're vegan... just show them the mug and walk away. 🚶‍♀️☕ #VeganAsFolk #VeganHumor #NewMerch
• •Tired of explaining yourself? Let your outfit do the talking. For the next 48 hours, get 15% off our entire 'Statement Collection.' From bold hoodies to subtle totes, find the perfect way to express your compassionate choices. Use code: SPEAKUP15.
• •Fashion That Fights Back. Every purchase supports our mission to end animal exploitation. Be the voice for the voiceless.