Brand Tone

humorous, cheeky, relatable, unapologetic, bold, and quirky. There's also an undercurrent of empowerment and self-acceptance

Brand Values

• •Authenticity/Being Real
• •Humor/Playfulness
• •Individuality/Self-Expression
• •Relatability
• •Connection/Feeling Seen

Best Practices

• •Know Your Audience: Continue to speak directly to the "silly gooses, misfits, and regulation hotties." Use language and references they understand and appreciate.
• •Embrace Wit and Humor: Inject humor into product descriptions, social media captions, and even customer service interactions. Keep it cheeky and bold.
• •Be Unapologetically Real: Don't shy away from slightly irreverent or unconventional messaging. Authenticity is key.
• •Champion Individuality: Consistently reinforce the message of self-acceptance and embracing one's quirks in all communications.
• •Stay Consistent Across Platforms: Ensure the humorous, quirky, and relatable tone is maintained on the website, Instagram, TikTok, and any future channels. This includes visual branding as well as written copy.

Social Perception

fun, modern, and slightly irreverent brand. Customers are drawn to the humor and the ability to express their personality through the products.

Copy Examples

• •For a new mug: "Your morning coffee called. It said it needs more sass. Our new 'Probably Anxious' mug gets it. #HeavilyFelt #Relatable"
• •For a t-shirt: "Warning: May spontaneously start talking about my dog. Wear your heart (and your obsessions) on your sleeve. Literally. Shop the 'Dog Mom AF' tee. #HeavilyFelt #DogObsessed"
• •For a general brand post: "Life's too short to be serious all the time. Embrace your inner silly goose. We've got the gear to match. 😉 #HeavilyFelt #BeWeird"
• •For the Mindful Merch collection: "Okay, so adulting is hard. Our 'Still Growing' hoodie is a gentle (and stylish) reminder that it's okay not to have it all figured out. #HeavilyFelt #MindfulMerch #EmbraceTheChaos"
• •For a holiday promotion: "Gift accordingly this year. Because your wonderfully weird friends deserve unapologetically real presents. Find their new favorite thing at Heavily Felt. #HeavilyFelt #UniqueGifts #LaughOutLoud"