Brand Tone

irreverent, humorous, cheeky, and edgy

Brand Values

• •Uniqueness: Offering a curated selection of gifts that are "anything but boring" and different from typical souvenir shops.
• •Humor & Irreverence: Celebrating a "cheeky" sense of humor, often incorporating profanity and sarcasm.
• •New York Identity: Capturing the essence and attitude of New York City in their products and branding.
• •Quality: Providing high-quality items, even if they come at a slightly higher price point.
• •Customer Experience: Aiming to provide a fun, memorable, and welcoming shopping experience with great customer service.

Best Practices

• •Embrace the Edge: Don't shy away from humor, wit, and even a touch of profanity where appropriate. It's a core part of the brand's identity.
• •Inject NYC Flavor: Weave in New York-specific references, slang (when it fits), and the general "attitude" of the city.
• •Keep it Playful and Fun: The copy should reflect the enjoyable and "laugh out loud" experience of visiting the store.
• •Highlight Uniqueness: Emphasize the curated and distinct nature of the products, setting them apart from generic gift options.
• •Speak to the "In-the-Know" Customer: Use language that resonates with people who appreciate pop culture, humor, and a bit of irreverence.

Social Perception

fun, unique, and cool gift shop

Copy Examples

• •Warning: May cause uncontrollable laughter and gift-giving hero status. Enter Boyar Gifts, if you dare.
• •Forget boring. Our gifts have more personality than your Aunt Mildred (and probably swear more too). #BoyarGifts #NYAttitude
• •Your search for the perfect f*cking gift ends here. Seriously. #TheFBombEmporium #UniqueGiftsNYC
• •So New York, it probably jaywalks. Shop our collection of gifts with authentic city grit and humor.
• •Life's too short for dull gifts. Find something that screams YOU (or them, whatever) at Boyar Gifts.