Brand Tone

Authentic, Witty, and Conscious

Brand Values

• •Originality and Artistry
• •Sustainability and Ethics
• •Quality and Comfort
• •Individuality and Quiet Rebellion

Best Practices

• •Lead with the Art, Not the Product: Frame every piece of copy around the design's story or emotion. Instead of saying "New T-Shirt Available," try "Our new 'Pigeon's Revenge' design has landed."
• •Embrace the Wit: Infuse copy with the brand's signature dry, intelligent humor. Use clever wordplay and unexpected phrasing in product names, descriptions, and social media captions to reinforce the brand's personality.
• •Weave Values into Everything: Mentioning "organic," "ethical," or "plastic-free" shouldn't be confined to the 'About Us' page. Casually integrate these values into product descriptions and social posts to constantly reinforce what the brand stands for.
• •Speak to the "Rebel": Always write with the target audience in mind: the independent thinker, the nature lover, the art enthusiast. Use language that empowers individuality and appeals to a desire for authenticity over trends.
• •Maintain Honesty and Transparency: The tone is grounded and trustworthy. Avoid over-the-top marketing jargon. Be straightforward about the materials, the small-batch nature of the business, and the hands-on creative process. This builds a loyal community that values the brand's honesty.

Social Perception

The brand is perceived as high-quality, trustworthy, and niche, with a unique artistic vision. Customers praise product quality, originality, and comfort. It's seen as an emerging, independent brand and a hidden gem, rather than mainstream. Minor critiques include sizing and price point for some.

Copy Examples

• •Instagram Post: Thinking about the universe, or just the next fly. Our 'Toad You So' tee is for the deep thinkers and the quiet observers. Made from 100% organic cotton for maximum comfort while you ponder life's big questions. Wear something that says something. #ViriCotton #WearableArt #ExistentialFrog #SustainableFashion #QuietRebel
• •Facebook Ad: Art. Ethics. Adventure. In a T-Shirt. Tired of fast fashion? Viri Cotton creates wearable art for the thinkers and wanderers. Our 100% organic cotton tees feature original, in-house designs with a touch of dark humor. Ethically made, packaged without plastic, and built for comfort. Find a design that speaks to you. Shop our collection now.
• •Product Description: Some days require a visual representation of your inner calm... being tested. Our 'Shattered Peace' tee is for those moments. This wearable piece of art blends dark humor with a striking design, all printed on incredibly soft, GOTS-certified organic cotton. It’s comfortable, conscious, and a guaranteed conversation starter. Because peace was an option, but you also have a personality.
• •Homepage Banner: WEARABLE ART FOR QUIET REBELS. | 100% Organic Cotton Tees. Consciously Made in the UK.
• •Email Newsletter Subject Line: New arrivals for your weird, wonderful soul.